A Multi-Dimensional Approach to Social Relationships in Consumer Behavior
dc.contributor.advisor | Fitzsimons, Gavan J | |
dc.contributor.advisor | Bettman, James R | |
dc.contributor.author | Gullo, Kelley | |
dc.date.accessioned | 2020-06-09T17:59:24Z | |
dc.date.available | 2022-05-27T08:17:11Z | |
dc.date.issued | 2020 | |
dc.department | Business Administration | |
dc.description.abstract | While consumer research has long explored social influences in consumer phenomena, the literature rarely considers the implications of different dynamics in relationships. In this dissertation, I take a multi-dimensional perspective on social relationships in consumer behavior. In Chapter 1, I develop a conceptual framework of social relationships that situates different types of relationships along three theoretically orthogonal and consumer-relevant relational dimensions: closeness, competitiveness, and power. I argue that these key relational dimensions jointly shape consumer phenomena in important ways. Then, in Chapter 2, I provide an empirical demonstration of this framework in the context of a novel source of social influence: the effect of making consumption choices for different types of others. I focus on two theoretically relevant relational dimensions, closeness and competitiveness, and show across eight experiments that making goal-related consumption choices for others can influence subsequent goal-related choices for the self, depending on the type of relationship with the other. I conclude by considering the practical and theoretical implications of taking a multi-dimensional approach to consumer behavior. | |
dc.identifier.uri | ||
dc.subject | Business administration | |
dc.subject | Marketing | |
dc.subject | Consumer behavior | |
dc.subject | Marketing | |
dc.subject | Social relationships | |
dc.title | A Multi-Dimensional Approach to Social Relationships in Consumer Behavior | |
dc.type | Dissertation | |
duke.embargo.months | 23.572602739726026 |