Individual choice decisions for joint consumption in close relationships: the roles of attachment security and relationship power

By: Kumar, AtulMaterial type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management Ahmedabad 2022Description: 137p. Includes bibliographical references, AppendixSubject(s): Attachment style | Attachment security | Relationship power | Communal motivation | Empathy | Joint consumptionDDC classification: TH 2022-4 Online resources: eThesis Summary: Consumers are part of multiple relationships which directly or indirectly influence their consumption decisions. We examine a set of consumer decisions in close relationships where they face the conflict of choosing between self-preferred and partner-preferred options while making individual choice decisions for joint consumption. In essay 1, using attachment theory, we examine the role of attachment security (vs. insecurity). We show that people with attachment security (vs. insecurity) in close relationships are more likely to choose their partner-preferred options over self-preferred options and have a higher willingness to pay. We show a serial mediation by empathy and the willingness to sacrifice to explain the effects of attachment security (vs. insecurity) on consumer choice of partner-preferred options. We show that different types of insecurities have different effects. We also show the moderating effects of the perceived cost of sacrifice, situational relationship norms, and mortality salience to show the limits of the effects of attachment security (vs. insecurity) on consumer choice of partner-preferred options. We tested our hypotheses in 9 experimental studies for 2 types of relationships and 4 different choice contexts.
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Thesis (FPM) Vikram Sarabhai Library
Reference
Non-fiction TH 2022-4 (Browse shelf(Opens below)) Not for Issue (Restricted Access) CD002689

Thesis Advisory Committee

Professor Arvind Sahay
Professor Akshaya Vijayalakshmi
Professor Kirti Sharda

Consumers are part of multiple relationships which directly or indirectly influence their consumption decisions. We examine a set of consumer decisions in close relationships where they face the conflict of choosing between self-preferred and partner-preferred options while making individual choice decisions for joint consumption. In essay 1, using attachment theory, we examine the role of attachment security (vs. insecurity). We show that people with attachment security (vs. insecurity) in close relationships are more likely to choose their partner-preferred options over self-preferred options and have a higher willingness to pay. We show a serial mediation by empathy and the willingness to
sacrifice to explain the effects of attachment security (vs. insecurity) on consumer choice of partner-preferred options. We show that different types of insecurities have different effects. We also show the moderating effects of the perceived cost of sacrifice, situational relationship norms, and mortality salience to show the limits of the effects of attachment security (vs. insecurity) on consumer choice of partner-preferred options. We tested our hypotheses in 9 experimental studies for 2 types of relationships and 4 different choice contexts.

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