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Other emotion-based factors are included to discern the holistic process of relationship development. The research question and hypotheses (shown as model Figure 1) for this study are listed:
RQ: Do customer relationships move through developmental stages
H1. There is a direct, positive relationship between awareness and exploration.
H2. There is a direct, positive relationship between exploration and growth.
H3. There is a direct, positive relationship between growth and commitment.
H4. There is a direct, positive relationship between awareness and (a) prosocial emotion and (b) reptilian emotion.
H5. There is a direct, positive relationship between exploration and individualistic emotion.
H6. There is a direct, positive relationship between growth and (a) prosocial emotion and (b) reptilian emotion.
H7. There is a direct, positive relationship between commitment and (a) prosocial emotion and (b) reptilian emotion.
H8. There is a direct, positive relationship between growth and trust.
H9. There is a direct, positive relationship between trust and commitment.
H10. There is a direct, positive relationship between (a) growth and satisfaction and (b) satisfaction and commitment.
H11. There is a direct, positive relationship between commitment and purchases.
In addition to the hypotheses, the researcher is interested in how key dependent variables-namely, emotions, trust, satisfaction, and purchases-change over the course of relationship stages.