Reciprocity: Reciprocated support was previously dened as the joint occurrence ( also known as the interaction eect) of business support of the community
and community support of the business. Six versions of interaction variables were
considered, as shown in gure 2. Any/all of these interaction terms measure reciprocity. The summary statistics for three of the six reciprocity variables are also pre sented in table 1. The other interaction terms were not signicant, which is why
those summary statistics are not given in table 1.