While the purchasing literature has tended to emphasize the interorganizational level of attraction, the marketing literature has gone some of the way toward uncovering the interpersonal level.
Bagozzi's (1974, 1975) seminal work on marketing as exchange incorporates attraction as a secondary construct. Inspired by social exchange theory, particularly Blau and Homans, he develops a model of exchange, which includes attraction.
He also briefly discusses the social exchange of rewards between the buying and selling person, defined by their fulfillment of personal needs.