Relational expects refer to a consumer’s wish for personal interactions. The most typical example of this type of expects is that of a client expecting advice from a salesperson when purchasing clothing, cosmetics, a car, etc. For that matter, not wanting the assistance of a salesperson is also a form of relational expect, which explains the existence of «warehouse» type stores in which customers help themselves. Even in traditional type stores that offer sales assistance to customer, salespeople must be sufficiently shrewd to detect clients who wish to choose without assistance. In this category of expects, one must also consider personal interactions with other users of a brand, within user groups such as AUG (Apple User Groups – Canada – United States – United Kingdom), Miata (Okanagan Valley – Worldwide sites), Mini (Vancouver – United Kingdom) et HOG (Harley Owners Group – Canada – Worldwide sites). These groups are components of a brand; as such, they incite purchase.
Tourism provides many examples of products that appeal to relational expects, home exchange associations for instance. Belonging to such clubs of exchangers allows one to meet new people, to develop friendships and to maintain privileged personal relationships. The various travel classes featured by airlines are also a response to the diversity of expects travellers have regarding their preferred quality of service.
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