During October, Kiosk or "Pop-Up" Stores Appear in Many Malls

question 23

Essay

During October, kiosk or "pop-up" stores appear in many malls for the holiday season. Typically, these kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts. In January, these retailers vanish. Is it possible for such a retailer to use relationship marketing? Explain your answer.

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Definitions:

Mere Exposure Effect

A mental effect in which individuals grow fond of things simply due to their familiarity.

Social Identity Theory

A psychological theory that examines the influence of group membership on people's self-concept and behavior with others.

Social Exchange Theory

A theoretical perspective that views social relationships as involving an exchange of goods, services, or both, seeking to minimize costs and maximize benefits.

Investment Model

A theory in interpersonal relationships that examines how commitment, satisfaction, alternative quality, and investments predict relationship stability and quality.