Literal quotes reproduce the content of a source word for word. It is important that such quotes are placed in quotation marks. Paraphrased quotes, on the other hand, convey the content of a source in your own words and do not use quotation marks. The source must be cited for both literal and paraphrased quotes.

Examples of literal quotes:

• Sherry (1983), for example, differentiates between whether giving is altruistically motivated, i.e., “where the donor attempts to maximize the pleasure of the recipient” (Sherry, 1983, p. 160), or agonistically motivated, i.e., “where the donor attempts to maximize personal satisfaction” (Sherry, 1983, p. 160).

• Attitudes are thus described as “the extent to which one likes or dislikes something – for example a product, company, or brand” (Tormala & Brinol, 2015, p. 29).

• Customer gratitude is understood as “the emotional appreciation for benefits received” (Palmatier et al., 2009, p. 1).

Examples of paraphrased quotes:

• In an unstandardized interview, there is no fixed set of questions. The interviewer instead adapts the questions according to the course of the conversation. A standardized interview, by contrast, follows a predetermined set of questions (Mayring, 2002, p. 66).

• The last function of giving mentioned by Belk (1979, pp. 104-105) is socialization.