Is dependent what we want to be? Effects of incongruency

A paradigm shift within marketing has focused attention on the relational end of the exchange continuum where dependence justifies relationship behavior and drives outcomes.. Previous research, however, ignores the possibility that attitudes toward dependence might also be responsible for relational and economic outcomes. We propose that the impact of adverse attitudes might be partially responsible for previous empirical results, contradicting the notion that parties respond favorably toward relationships and experience positive outcomes. Building on dependency theory, transactional cost analysis (TCA), and congruency theory, this study examines the influence attitudes toward dependence have on the ability of a channel member to work effectively under conditions where dependence exists. Results indicate that when dependence exists adverse attitudes toward dependence moderate the relationships between dependence and dealer satisfaction, and dependence and revenue generated from the relationship, but nor necessarily in a negative fashion or under all dependent conditions.