Hald et al. (2009) provide several interesting observations on attraction processes, mainly inspired by social exchange theory.
For instance, the importance of intrinsic rewards is noted and the potential of attraction as a mechanism drawing customers and suppliers closer is indicated. However,
the interpersonal aspect of attraction has not been developed further,
as most of this paper deals with attraction at the interorganizational level of analysis.
The authors develop a three-component conceptualization of attraction and discuss different ways of influencing attractiveness.