Weitere Artikel dieser Ausgabe durch Wischen aufrufen
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Across three studies, we investigate how consumers in romantic relationships make decisions when choosing an item to share with their partner. We show that consumers will forgo their preferred alternative for an option that is more aligned with the preferences of their partner when consuming the same item together vs. separately. We theorize and show that when consuming together (vs. separately), consumers’ purchase motivation shifts from being utilitarian (e.g., satisfying one’s hunger) to hedonic (e.g., having an enjoyable evening). Consequently, when consuming together (vs. separately), consumers weigh more highly their partner’s affective reactions to the item and overall experience—leading them to pick a less preferred option in an effort to please their partner. In sum, we provide a framework that contributes novel insight into the trade-offs consumers make between their preferences and the preferences of others.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Ariely, D., & Levav, J. (2000). Sequential choice in group settings: taking the road less traveled and less enjoyed. Journal of Consumer Research, 27(3), 279–290. CrossRef
Aron, A., Aron, E. N., & Smollan, D. (1992). Inclusion of other in the self scale and the structure of interpersonal closeness. Journal of Personality and Social Psychology, 63(4), 596–612. CrossRef
Bacharach, S. B., & Lawler, E. J. (1981). Bargaining: power, tactics and outcomes. San Francisco, CA: Jossey-Bass Inc., Publishers.
Belch, G. E., Belch, M. A., & Ceresino, G. (1985). Parental and teenage child influences in family decision making. Journal of Business Research, 13, 163–176. CrossRef
Blood, R. O., Jr., & Wolfe, D. M. (1960). Husbands and wives: the dynamics of married living. Glencoe, IL: Free Press.
Botti, S., & McGill, A. L. (2010). The locus of choice: personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065–1078. CrossRef
Brockner, J., & Wiesenfeld, B. M. (1996). An integrative framework for explaining reactions to decisions: interactive effects of outcomes and procedures. Psychological Bulletin, 120(2), 189–208. CrossRef
Cavanaugh, L. A. (2016). Consumer behavior in close relationships. Current Opinion in Psychology, 10, 101–106. CrossRef
Chang, C. C., Chuang, S. C., Cheng, Y. H., & Huang, T. Y. (2012). The compromise effect in choosing for others. Journal of Behavioral Decision Making, 25(2), 109–122. CrossRef
Choi, J., & Fishbach, A. (2011). Choice as an end versus a means. Journal of Marketing Research, 48(3), 544–554. CrossRef
Choi, J., Kim, B. K., Choi, I., & Yi, Y. (2006). Variety-seeking tendency in choice for others: interpersonal and intrapersonal causes. Journal of Consumer Research, 32(4), 590–595. CrossRef
Corfman, K. P., & Lehmann, D. R. (1987). Models of cooperative group decision-making and relative influence: an experimental investigation of family purchase decisions. Journal of Consumer Research, 14(1), 1–13. CrossRef
Davis, H. L. (1976). Decision making within the household. Journal of Consumer Research, 2(4), 241–260. CrossRef
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60–71. CrossRef
Filiatrault, P., & Ritchie, J. B. (1980). Joint purchasing decisions: a comparison of influence structure in family and couple decision-making units. Journal of Consumer Research, 7(2), 131–140. CrossRef
Fisher, R., Grégoire, Y., & Murray, K. B. (2013). The limited effects of power on satisfaction with joint consumption decisions. Journal of Consumer Psychology, 21(3), 277–289. CrossRef
Gorlin, M., & Dhar, R. (2012). Bridging the gap between joint and individual decisions: deconstructing preferences in relationships. Journal of Consumer Psychology, 22(3), 320–323. CrossRef
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. New York, NY: Guilford Press.
Hempel, D. J. (1974). Family buying decisions: a cross-cultural perspective. Journal of Marketing Research, 11, 295–302. CrossRef
Lakin, J. L., & Chartrand, T. L. (2003). Using nonconscious behavioral mimicry to create affiliation and rapport. Psychological Science, 14(4), 334–339. CrossRef
Laran, J. (2010). Goal management in sequential choices: consumer choices for others are more indulgent than personal choices. Journal of Consumer Research, 37(2), 304–314. CrossRef
Liu, P. J., Campbell, T. H., Fitzsimons, G. J., & Fitzsimons, G. M. (2013). Matching choices to avoid offending stigmatized group members. Organizational Behavior and Human Decision Processes, 122(2), 291–304. CrossRef
Munsinger, G. M., Weber, J. E., & Hansen, R. W. (1975). Joint home purchasing decisions by husbands and wives. Journal of Consumer Research, 1(4), 60–66. CrossRef
Park, C. W. (1982). Joint decisions in home purchasing: a muddling-through process. Journal of Consumer Research, 9(2), 151–162. CrossRef
Polman, E. (2012). Self–other decision making and loss aversion. Organizational Behavior and Human Decision Processes, 119(2), 141–150. CrossRef
Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: the interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278–292. CrossRef
Simpson, J. A., Griskevicius, V., & Rothman, A. J. (2012). Consumer decisions in relationships. Journal of Consumer Psychology, 22(3), 304–314. CrossRef
Thibaut, J. W., & Kelley, H. H. (1978). Interpersonal relations: a theory of interdependence. New York, NY: Wiley.
Van Lange, P. A., Rusbult, C. E., Drigotas, S. M., Arriaga, X. B., Witcher, B. S., & Cox, C. L. (1997). Willingness to sacrifice in close relationships. Journal of Personality and Social Psychology, 72(6), 1373–1395. CrossRef
Wertenbroch, K., Dhar, R., & Khan, U. (2005). A behavioral decision theory perspective on hedonic and utilitarian choice. In: Inside Consumption. Routledge, pp 166–187.
Whitley, S. C., Trudel, R., & Kurt, D. (2018). The influence of purchase motivation on perceived preference uniqueness and assortment size choice. Journal of Consumer Research, 45(4), 710–724. CrossRef
Winkielman, P., Berridge, K. C., & Wilbarger, J. L. (2005). Unconscious affective reactions to masked happy versus angry faces influence consumption behavior and judgments of value. Personality and Social Psychology Bulletin, 31, 121–135. CrossRef
Yang, A. X., & Urminsky, O. (2018). The smile-seeking hypothesis: how immediate affective reactions motivate and reward gift giving. Psychological Science, 29(8), 1221–1233. CrossRef
- Consuming together (versus separately) makes the heart grow fonder
- Springer US