Do companies really understand what relationships require?

This article discusses the expectations of consumers in relationships with brands, based on behaviour developed as a result of evolution.

Do companies really understand what relationships require?

Dr Nichola RaihaniUniversity College London

Companies need to learn more about what reciprocity in relationships truly means. Evolutionary biologist Dr Nichola Raihani analyses the very one-sided view of relationships practised by many businesses and warns that people have expectations of fair treatment that companies ignore to their cost.

Personification. Humanisation. Consumer relationship marketing. Brands are increasingly exploring new ways to connect with consumers by developing relationships that persist beyond the immediate transaction.

The function of any relationship is to ensure repeated interactions. In the world of brands, this means ensuring consumers come...

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