Consumer decisions in relationships

Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer decisions are made. After reviewing foundational work in the area, we introduce a powerful and statistically sophisticated methodology to study decisions within relationships—a dyadic framework of decision-making. We then discuss how the study of consumer decisions in relationships can be informed by different theories in the relationships field, including attachment, interdependence, social power, communal/exchange orientations, relationship norms, and evolutionary principles. By building on the seminal foundations of prior joint-decision making research with theories and methods from contemporary relationship science, we hope to facilitate the integration of the consumer and relationships literature to better understand and generate novel hypotheses about consumer decisions in relationships.     

Do Mothers Spend More on Daughters While Fathers Spend More on Sons?

Do parents favor some children over others? The overwhelming majority of parents state that they treat their children equally, but parents rarely track their spending on each child. We investigate in four studies whether mothers and fathers favor specific children depending on the biological sex of the child. Evidence from the field, laboratory, and community (online panel) showed that parents exhibit systematic biases when forced to choose between spending on sons and daughters. Mothers consistently favored daughters, whereas fathers consistently favored sons. For example, parents were more likely to choose a real prize and give a real U.S. Treasury bond to the child of the same sex as themselves. These parenting biases were found in two different cultures and appear to be driven by parents identifying more strongly with children of the same sex as the parent.     

Going along versus going alone: when fundamental motives facilitate strategic (non)conformity

Three experiments examined how 2 fundamental social motives--self-protection and mate attraction--influenced conformity. A self-protective goal increased conformity for both men and women. In contrast, the effects of a romantic goal depended on sex, causing women to conform more to others' preferences while engendering nonconformity in men. Men motivated to attract a mate were particularly likely to nonconform when (a) nonconformity made them unique (but not merely a member of a small minority) and when (b) the topic was subjective versus objective, meaning that nonconformists could not be revealed to be incorrect. These findings fit with a functional evolutionary model of motivation and behavior, and they indicate that fundamental motives such as self-protection and mate attraction can stimulate specific forms of conformity or nonconformity for strategic self-presentation.     

The evolutionary basis of risky adolescent behavior: implications for science, policy, and practice

This article proposes an evolutionary model of risky behavior in adolescence and contrasts it with the prevailing developmental psychopathology model. The evolutionary model contends that understanding the evolutionary functions of adolescence is critical to explaining why adolescents engage in risky behavior and that successful intervention depends on working with, instead of against, adolescent goals and motivations. The current article articulates 5 key evolutionary insights into risky adolescent behavior: (a) The adolescent transition is an inflection point in development of social status and reproductive trajectories; (b) interventions need to address the adaptive functions of risky and aggressive behaviors like bullying; (c) risky adolescent behavior adaptively calibrates over development to match both harsh and unpredictable environmental conditions; (d) understanding evolved sex differences is critical for understanding the psychology of risky behavior; and (e) mismatches between current and past environments can dysregulate adolescent behavior, as demonstrated by age-segregated social groupings. The evolutionary model has broad implications for designing interventions for high-risk youth and suggests new directions for research that have not been forthcoming from other perspectives.     

Ovulation leads women to perceive sexy cads as good dads

Why do some women pursue relationships with men who are attractive, dominant, and charming but who do not want to be in relationships--the prototypical sexy cad? Previous research shows that women have an increased desire for such men when they are ovulating, but it is unclear why ovulating women would think it is wise to pursue men who may be unfaithful and could desert them. Using both college-age and community-based samples, in 3 studies we show that ovulating women perceive charismatic and physically attractive men, but not reliable and nice men, as more committed partners and more devoted future fathers. Ovulating women perceive that sexy cads would be good fathers to their own children but not to the children of other women. This ovulatory-induced perceptual shift is driven by women who experienced early onset of puberty. Taken together, the current research identifies a novel proximate reason why ovulating women pursue relationships with sexy cads, complementing existing research that identifies the ultimate, evolutionary reasons for this behavior.     

Bringing relationships into consumer decision‐making

The primary purpose of our target article was to stimulate further interest in and research on consumer decision-making in close relationships. In this response, we discuss some of the major comments provided by each set of commentators by highlighting their main points, clarifying some misconceptions, and explaining why our dyadic framework is a logical starting-point for research on how relationships affect consumer decisions.     

The influence of mortality and socioeconomic status on risk and delayed rewards: a life history theory approach

Why do some people take risks and live for the present, whereas others avoid risks and save for the future? The evolutionary framework of life history theory predicts that preferences for risk and delay in gratification should be influenced by mortality and resource scarcity. A series of experiments examined how mortality cues influenced decisions involving risk preference (e.g., $10 for sure vs. 50% chance of $20) and temporal discounting (e.g., $5 now vs. $10 later). The effect of mortality depended critically on whether people grew up in a relatively resource-scarce or resource-plentiful environment. For individuals who grew up relatively poor, mortality cues led them to value the present and gamble for big immediate rewards. Conversely, for individuals who grew up relatively wealthy, mortality cues led them to value the future and avoid risky gambles. Overall, mortality cues appear to propel individuals toward diverging life history strategies as a function of childhood socioeconomic status, suggesting important implications for how environmental factors influence economic decisions and risky behaviors.     

Peacocks, Porsches, and Thorstein Veblen: conspicuous consumption as a sexual signaling system

Conspicuous consumption is a form of economic behavior in which self-presentational concerns override desires to obtain goods at bargain prices. Showy spending may be a social signal directed at potential mates. We investigated such signals by examining (a) which individuals send them, (b) which contexts trigger them, and (c) how observers interpret them. Three experiments demonstrated that conspicuous consumption is driven by men who are following a lower investment (vs. higher investment) mating strategy and is triggered specifically by short-term (vs. long-term) mating motives. A fourth experiment showed that observers interpret such signals accurately, with women perceiving men who conspicuously consume as being interested in short-term mating. Furthermore, conspicuous purchasing enhanced men's desirability as a short-term (but not as a long-term) mate. Overall, these findings suggest that flaunting status-linked goods to potential mates is not simply about displaying economic resources. Instead, conspicuous consumption appears to be part of a more precise signaling system focused on short-term mating. These findings contribute to an emerging literature on human life-history strategies.     

How Financial Constraints Influence Consumer Behavior: An Integrative Framework

Financial constraints are economic limitations on behavior. Given that millions of people experience chronic or episodic financial constraints, we sought to review research that provides insight into how they affect consumer behavior. We propose an integrative framework that draws insights from multiple literatures that have examined financial constraints from different perspectives. The framework distinguishes between four perspectives, which are rooted in literatures on resource scarcity, choice restriction, social comparison, and environmental uncertainty and highlights different temporal stages of responding to financial constraints, distinguishing between reacting, coping, and adapting. Beyond the obvious negative effects of financial constraints, our framework emphasizes consumer resilience, highlighting that consumers often successfully cope with and devise adaptive strategies to deal with financial constraints. By broadening the behavioral and temporal scope of financial constraints considered within consumer psychology, this framework helps us to understand the often strong and sometimes counterintuitive effects of financial constraints on consumer behavior.