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This study investigates whether a consumer's need for social affiliation and a consumer's relationship proneness impact behavioural intentions (word-of-mouth communication, price sensitivity, repeat purchasing) towards a hairdresser's. Data were collected from a systematic sample of a hairdresser's consumers in Belgium. LISREL results revealed that need for social affiliation is a strong determinant of word-of-mouth communication and price sensitivity, while consumer relationship proneness hasdoi:10.26481/umamet.2002059 fatcat:btcgocqxfnghxhg34yp3bpbs5y