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?

25 Mar 2026

Answer :

Word Count : 501

Exchange Theory of Communication in retail interactions is based on the idea that communication is a value-driven process in which both the retailer and the customer seek to maximize benefits and minimize costs. In a retail setting, every interaction between sales staff and customers can be viewed as an exchange where information, emotions, services, and satisfaction are traded. The effectiveness of this exchange depends on how well both parties perceive the benefits of the interaction to outweigh the efforts or costs involved. In practical retail environments, this theory is applied by focusing on creating meaningful and beneficial communication experiences for customers. Retailers ensure that the information they provide about products, prices, and services is clear, relevant, and useful. For example,

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