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.     

Attachment styles and relationship quality: Actual,perceived, and ideal partner matching

Attachment dimension matching in dating relationships and how matching relates to relationship quality were investigated. Across 2 studies, individuals preferred similar but more secure partners (lower anxiety and lower avoidance) as reflected by their ideals. In Study 1, greater similarity between the self and perceptions of the partner's anxiety predicted more positive relationship outcomes (e.g., relationship satisfaction, trust). Similar results were found for ideal–perceived partner avoidance similarity, whereas ideal–perceived partner anxiety similarity was less important. Study 2 involved both partners in the relationship and indicated that relationship outcomes were predicted by the actor's and partner's attachment dimensions as well as by ideal–perceived partner similarity and self–perceived partner similarity.     

Relationship quality of partners in heterosexual married, heterosexual cohabiting, and gay and lesbian relationships

The relationship quality of partners in 44 married, 35 heterosexual cohabiting, 50 gay, and 56 lesbian monogamous couples was studied. Each couple lived together and did not have children living with them. Relationship quality was dimensionalized as love for partner, liking of partner, and relationship satisfaction. Cohabiting partners had the lowest Love for Partner and Relationship Satisfaction scores. Differences were also found among partner types on: barriers to leaving the relationship, alternatives to the relationship, a belief that mindreading is expected in the relationship, masculinity, femininity, androgyny, dyadic attachment, shared decision making, and perceived social support from family. The four partner groups did not differ in psychological adjustment. For each type of partner, love for partner was related to many barriers to leaving the relationship and high dyadic attachment; liking of partner was related to few alternatives to the relationship, high dyadic attachment, and high shared decision making; and relationship satisfaction was related to many attractions, few alternatives, few beliefs regarding disagreement is destructive to the relationship, high dyadic attachment, and high shared decision making. Stepwise multiple regression procedures were used to identify the best set of predictors for each partner type. Results are discussed in the context of existing models of relationship quality.     

The Balance of Power in Romantic Heterosexual Couples Over Time from “His” and “Her” Perspectives

In this investigation, the balance of power between men and women in romantic relationships was examined with a sample of 101 heterosexual couples, some of whom were surveyed up to jive times over a four-year period. A majority of the participants (who were primarily Caucasian and middle class) reported some imbalance in power in their relationship (53% of the men and 52% of the women on a global measure of power; 67% of the men and 65% of the women on a measure of decision making). The longitudinal data indicated that perceptions of power were quite stable over time. When power imbalances in relationships occurred, the male partner was more likely than the female to be seen as the power holder, although these differences were statistically significant only for men (full sample). In support of W. Waller's principle of least interest [(1937) The Family: A Dynamic Interpretation, New York: Gordon], being the less emotionally involved partner in the relationship was associated with greater power. We further found that men were more likely than women to perceive themselves as the less emotionally invested partner. Perceptions of power balance were generally unrelated to either relationship satisfaction or to the likelihood that the couple broke up over time. In one exception, men who perceived their relationship to be equal in power (but not decision making) reported the highest level of satisfaction. We conclude that the balance of power still often favors men in these romantic couples (especially in decision making), although couples do not always agree on their perceptions, with male partners tending to see more male dominance than females.     

Costs and satisfaction in close relationships: The role of loss–gain framing

Two studies were conducted to clarify the pattern of mixed results found in past research regarding the association between costs and satisfaction in close relationships. Insights from Prospect Theory (D. Kahneman & A. Tversky, 1979, 2000) suggested the importance of gain–loss framing in understanding costs. When costs are attached to valued outcomes, they are perceived as gains or investments; otherwise they are perceived as losses. Appreciation by one's partner for communal behaviors and family chores provided the basis for exploring costs as gains versus losses. We hypothesized that when costs were appreciated, the greater the costs, the greater the relationship satisfaction; whereas when they were not appreciated, the greater the costs, the lower the relationship satisfaction. Further, we expected appreciation to be associated with perceived motives for incurring the costs: positively with “want” perceptions and negatively with “should” perceptions. These hypotheses were supported in research with both dating couples and women in long‐term marital or cohabiting relationships and using two types of communal behaviors: Partner Favors and more tedious Family Chores. In general, the greater the number of communal behaviors and family chores, the greater the relationship satisfaction when appreciated; the greater the number, the lower the satisfaction when relatively unappreciated.     

Perceived partner support and psychosexual adjustment to breast cancer

Support from a partner can play a key role in a woman's emotional adjustment to breast cancer. However, little is known about the influence of partner behaviours on a woman's sexual adjustment. This study examined the prospective relationship between baseline levels of several types of perceived partner support (instrumental, informational, emotional and negative) and psychosexual adjustment (sexual functioning and relationship satisfaction) over the course of 12 months post-surgery in a sample of 130 women with breast cancer. Results indicated that perceptions of greater emotional and informational support from the partner at baseline were associated with less sexual difficulties among breast cancer patients concurrently and 6 months post-surgery. Baseline perceptions of greater emotional and instrumental support from a partner were associated with greater relationship satisfaction at all time points. Perceptions of informational support at baseline were related to greater concurrent relationship satisfaction. Baseline perceptions of negative partner support were related to less relationship satisfaction, but only concurrently. These findings suggest that the perception of a partner's provision of emotional, instrumental and informational support may each play a role in facilitating sexual adjustment and relationship satisfaction.     

Consumer Trust and Advice Acceptance: The Moderating Roles of Benevolence,Expertise, and Negative Emotions

I explored advice acceptance for high‐stakes decisions (i.e., those with subjectively important and risky outcomes), focusing on the relative influence of two components of consumer trust—benevolence and expertise—as well as perceived emotional decision difficulty. Participants solicited advice from experts when their decisions were low in perceived emotional difficulty but favored the advice of predominantly benevolent providers when making highly emotionally difficult decisions. Although consumers who faced emotionally difficult decisions were willing to trade off expertise for benevolence, they did not perceive this non‐normative trade‐off to influence decision quality. Instead, the results support a “stress buffering” effect whereby consumers were more confident in the accuracy of predominantly benevolent providers’ advice.     

How partner‐satisfying decisions benefit relationships: An experience sampling study

Sometimes, individuals must choose between acting in a way that satisfies their own desire or acting in a way that satisfies their partner's desire. What are the consequences of choosing one over the other for individuals' well‐being and relationship? Using experience sampling data (934 reports by 106 participants) that assessed daily decision conflicts in relationships, we examined consequences of partner‐satisfying decisions. A higher proportion of partner‐satisfying decisions predicted more perceived needs fulfillment and marginally higher perceived relationship quality over the course of a week. Additionally, immediately after the partner‐satisfying decision, participants reported feeling closer to their partner, and reported more positive and less negative affect, even when controlling for the quality of the relationship.     

The influence of breast cancer survivors' Perceived partner social support and need satisfaction on depressive symptoms: A longitudinal analysis

The present study examines the ways in which breast cancer survivors’ perceptions of emotional and instrumental social support from an intimate partner and need satisfaction in their partner role influence depression during and after breast cancer treatment. Our sample was comprised of 163 women who were an average of 57 years old, mostly White/Caucasian, and diagnosed primarily with early-stage breast cancer. Longitudinal data were analysed using both multilevel and structural equation modelling. Results reveal that (a) greater perceived partner emotional support is associated with lowered levels of depression at each wave, (b) partner-role need satisfaction mediates the relationship between perceived partner emotional support and depression at each wave, (c) perceived partner emotional support predicts subsequent changes in depression by way of need satisfaction and (d) depression prospectively predicts lowered perceptions of partner emotional and instrumental support. The findings confirm that basic need satisfaction, within intimate relationships, is an important predictor of lowered depression among breast cancer survivors.     

Longitudinal Associations among Fathers' Perception of Coparenting,Partner Relationship Quality,and Paternal Stress during Early Childhood

This study examined the longitudinal and concurrent associations among fathers' perceptions of partner relationship quality (happiness, conflict), coparenting (shared decision making, conflict), and paternal stress. The sample consisted of 6,100 children who lived with both biological parents at 24 and 48 months in the Early Childhood Longitudinal Study‐Birth Cohort data set. The results showed that there are significant and concurrent associations between fathers' perceptions of the coparenting relationship and paternal stress, and between partner relationship quality and paternal stress. There was also a positive direct longitudinal association between partner relationship conflict and paternal stress. However, we found only one longitudinal cross‐system mediation effect: fathers' perception of coparenting conflict at 48 months mediated the association between partner relationship conflict at 24 months and paternal stress at 48 months. The family practice implications of these findings are discussed.     

Life choices well made: How selective control strategies relate to career and partner decision processes

There are many benefits of applying control strategies that foster engagement in pursuing selected goals (i.e., selective control strategies). We examined one such benefit by investigating how use of selective control strategies when making important real-life decisions helps young adults make satisfactory choices in the areas of work and love. In a prospective longitudinal study, 60 students who intended to choose a college major and/or find a romantic partner initially reported on their control strategies. Subsequently, we assessed changes in the perceived attractiveness of considered majors and partners during decision making and our participants’ satisfaction with their choices. As expected, use of selective control strategies predicted greater choice satisfaction. This association was mediated by the greater perceived attractiveness of chosen majors or partners, which increased during decision making. Applying selective control strategies during real-life decisions thus leads to more favorable evaluations of the resulting choices, which can ease their implementation.     

What if they are right? Network approval,expectations, and relationship maintenance behaviors

This study drew on uncertainty reduction and decision‐making theories to investigate how perceptions of approval of romantic relationships from family and friends can influence romantic partners' dynamics. Using a dyadic approach, the authors examined whether expectations of a partner's behavior in the relationship mediated the associations between perceived social network approval and relationship maintenance behaviors in a sample of 137 couples. The actor–partner interdependence mediation model (APIMeM) was applied. Results showed that women's and men's perceptions of approval from their own and their partner's network were associated with their own level of expectations of their partner's behaviors. In turn, women's and men's expectations were associated with their own and their partner's maintenance behaviors.     

“I know you're kidding”: Relationship closeness enhances positive perceptions of teasing

Feeling close in a relationship may enhance perceptions of teasing within that relationship. In Study 1, participants recalled instances of teasing—as both teaser and target—in close and nonclose relationships. Participants perceived teases in close relationships more positively and better intentioned than those in nonclose relationships, as both teaser and target. The discrepancy between teasers and targets in perceptions of intent was also reduced by felt closeness. In Study 2, interaction partner closeness was manipulated and a tease was staged. Teases delivered by a close (vs. nonclose) partner were perceived as more positive and better intentioned. Each study has limitations but their methods complement each other. Together they provide convergent evidence that relationship closeness increases positive perceptions of teasing.     

Antecedents of consumer relative preference for interpersonal information sources in pre‐purchase search

Past research has demonstrated clearly the importance of pre‐purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non‐commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self‐confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self‐confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.     

Associations Among Aspects of Interpersonal Power and Relationship Functioning in Adolescent Romantic Couples

This study used a multidimensional assessment of interpersonal power to examine associations between indices of relationship power and relationship functioning in 92 adolescent romantic couples recruited from rural communities in the Rocky Mountain region of the USA. Significant differences emerged between girlfriends and boyfriends in their reports of decision making authority, perceptions of humiliating behaviors by the partner, and ratings of themselves giving-in to their partners in a videotaped interaction task. In addition, indices of interpersonal power were associated with dating aggression and relationship satisfaction for both girlfriends and boyfriends, although gender differences emerged in the patterns of association between power and outcomes. Results are discussed in light of current developmental, feminist, and social psychological theories of interpersonal power in romantic relationships.     

The influence of personal,relational, and contextual factors on forgiveness communication following transgressions

The way that individuals adapt to stress in their romantic relationships plays a major role in determining relational satisfaction. This study used the Vulnerability‐Stress‐Adaptation Model as a framework to examine how individuals adapt to a relational transgression in their romantic relationships. This study examined individuals' attachment dimensions and perceived relational equity as factors that influenced how they used forgiveness strategies following a relational transgression. The results revealed that both attachment dimensions and perceptions of relational equity inform our understanding of the strategies that individuals use to communicate forgiveness to a romantic relationship partner. Furthermore, the results suggest that the communication of forgiveness has important implications for relational satisfaction.     

Perceived partner support and psychosexual adjustment to breast cancer

Support from a partner can play a key role in a woman's emotional adjustment to breast cancer. However, little is known about the influence of partner behaviours on a woman's sexual adjustment. This study examined the prospective relationship between baseline levels of several types of perceived partner support (instrumental, informational, emotional and negative) and psychosexual adjustment (sexual functioning and relationship satisfaction) over the course of 12 months post-surgery in a sample of 130 women with breast cancer. Results indicated that perceptions of greater emotional and informational support from the partner at baseline were associated with less sexual difficulties among breast cancer patients concurrently and 6 months post-surgery. Baseline perceptions of greater emotional and instrumental support from a partner were associated with greater relationship satisfaction at all time points. Perceptions of informational support at baseline were related to greater concurrent relationship satisfaction. Baseline perceptions of negative partner support were related to less relationship satisfaction, but only concurrently. These findings suggest that the perception of a partner's provision of emotional, instrumental and informational support may each play a role in facilitating sexual adjustment and relationship satisfaction.     

The moderating role of consumer entitlement on the relationship of value with customer satisfaction

This research provides an extension of Oliver's (1980) expectancy disconfirmation model of satisfaction by examining the moderating role of consumer entitlement in the relationships between service quality and perceived value with customer satisfaction. Using a sample of season ticket holders of the National Hockey League franchise in the southeastern USA (n = 234), we found that consumer entitlement moderates the relationship of value with satisfaction, such that the impact of consumer‐perceived service value on satisfaction is mitigated for highly entitled consumers. That is, the positive value–satisfaction relationship is stronger for individuals low in consumer entitlement. This finding suggests that highly entitled consumers' satisfaction judgments are dominated by expectations, while less entitled consumers rely more on disconfirmation assessments. Strengths, limitations, suggestions for future research, and practical implications are offered. Copyright © 2015 John Wiley & Sons, Ltd.     

Is it harmful to me or to us? A dyadic analysis of Chinese young adults' dysfunctional individuation and romantic relationship satisfaction

This study aimed at examining how romantically involved Chinese young adults' dysfunctional individuation was associated with their and their partners' perceptions of romantic relationship satisfaction. We recruited 296 Chinese couples who were currently in heterosexual romantic relationships at the university. The couples completed self-report measures of their dysfunctional individuation and relationship satisfaction. Results from the cross-sectional actor–partner interdependence model (APIM) indicated that (a) for both genders, actor effects existed: Chinese young adults' dysfunctional individuation was negatively associated with their romantic relationship satisfaction; (b) in terms of partners' effects, women's dysfunctional individuation was negatively associated with men's perceptions of relationship satisfaction; but (c) men's dysfunctional individuation was not significantly associated with women's perceptions of relationship satisfaction. The findings were the first to reveal the actor and partner effects of dysfunctional individuation on romantic relationship satisfaction. The study results provided practical implications regarding how young adults can have satisfying romantic relationships.     

Ideals, perceptions, and evaluations in early relationship development

This research examined partner and relationship perceptions and ideal standards in 100 individuals over time, from the 1st to the 12th month of their dating relationships. As expected, the results revealed that (a) individuals evaluated their relationships on both distinct evaluative components and global evaluative dimensions, (b) higher ideal-perception consistency was associated with higher perceived quality of relationships and partners, (c) more positive perceptions of partners and relationships at earlier points in time were associated with more importance being placed on relevant ideals over time but not vice versa, and (d) higher levels of ideal-perception consistency predicted lower rates of relationship dissolution but were mediated through perceptions of relationship quality. These results support the ideal standards model (Fletcher & Simpson, in press).