You are creating a research plan and proposal involving a laboratory experimental project on the subject of consumer reciprocity. The design should include a series of hypothetical situations, or scenarios designed to elicit reciprocity responses from subjects. Examples of consumer reciprocity are consumer gift-giving with the expectation that the gift-recipient will reciprocate with a return gift, paying for someones lunch or dinner with the expectation that the other party will pay for your lunch or dinner next time, unwillingness to assist a neighbor who has refused to accept an important delivery package for you, etc. Your plan should include a solid literature review of theoretical and empirical research that relates to consumer reciprocity. A number of such articles are available as Blackboard attachments. Your plan you should amply define the research problem of causes and consequences of consumer reciprocity:

O How consumers enter into and respond to specific situations where reciprocity may be expected.

O How consumers are affected by the relationships between the parties of the reciprocal exchange.

O The impact on reciprocity of the value and significance of an exchange.

O The role of personal predispositions of people in reciprocity behaviors, i.e., generosity, the acceptance of the obligation to reciprocate, and the like.

Identify and develop study constructs, and find available measurement scales in the literature that you will use in your experimental research plan. Develop sample questionnaire items, including these measurement scales. Outline the analytical approach that tests study hypotheses.

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