IGNOU BRL 104 2026 - How do you apply Exchange Theory of Communication to retail interactio

Question

How do you apply Exchange Theory of Communication to retail interactions?

12 Feb 2026

Answer :

Word Count : 492

Exchange Theory of Communication in retail interactions is based on the idea that communication is a process of mutual exchange in which both parties seek to maximize benefits and minimize costs. In a retail context, the retailer and the customer engage in continuous interactions where information, value, emotions, and expectations are exchanged. Applying this theory requires understanding that customers evaluate every interaction in terms of perceived rewards such as product quality, service efficiency, respect, trust, and emotional satisfaction, against perceived costs such as price, time, effort, and psychological discomfort. In practical retail settings, sales personnel must focus on

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