However, these consumption related rewards represent only a fraction of possible rewards provided by the exchange partner. Individuals may be perceived rewarding simply by their appearance and skills (Berscheid & Walster, 1978; Cialdini, 1995).
Cialdini (1995) notes that physical attraction has been known as one of the most effective means of attracting customers for centuries.
Individuals may also exhibit various types of relational traits that are broadly perceived rewarding to others, including being honest, loyal, extrovert, energetic, considerate, and understanding (Lott & Lott, 1974).