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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Relationship Norm Orientation (Communal vs. Exchange)

Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee.  In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.