TY  - GEN
AU  - PALMATIER, ROBERT W
AU  - HOUSTON, MARK B
TI  - Relationship velocity: Toward a theory of relationship dynamics
PY  - 2013///
KW  - MARKETING
N2  - The dynamic components of relational constructs should play an important role in driving performance. To take an initial step toward a theory of relationship dynamics, the authors introduce the construct to commitment velocity- or the rate and direction of change in commitment- and articulate its importnat role in understanding relationships. In two studies, the authors demonstrate that commitment velocity has a strong impact on performance, beyond the impact of the level of commitment
ER  -