Morningness–Eveningness and Risk Taking
In: The journal of psychology: interdisciplinary and applied, Band 149, Heft 4, S. 394-411
ISSN: 1940-1019
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In: The journal of psychology: interdisciplinary and applied, Band 149, Heft 4, S. 394-411
ISSN: 1940-1019
In: Wiener, H. J. D., Howe, H. S., & Chartrand, T. L. (2022). Being there without being there: Gifts compensate for lack of in‐person support. Psychology & Marketing, 1–13. https://doi.org/10.1002/mar.21645
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 42, Heft 1, S. 76-92
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 5, S. 729-741
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 1, S. 21-35
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 2, S. 189-201
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 42, Heft 5, S. 688-708
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 40, Heft 5, S. 973-992
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 34, Heft 6, S. 754-766
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 44, Heft 5, S. 991-1014
ISSN: 1537-5277
Abstract
Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. The authors propose that when brand compatibility is high, life satisfaction will also be high. Conversely, because low brand compatibility may be a source of conflict for the relationship, the authors propose that it will be associated with reduced life satisfaction. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power.