A Multi-Dimensional Approach to Social Relationships in Consumer Behavior

dc.contributor.advisor

Fitzsimons, Gavan J

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Bettman, James R

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Gullo, Kelley

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2020-06-09T17:59:24Z

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2022-05-27T08:17:11Z

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2020

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Business Administration

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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.

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https://hdl.handle.net/10161/20959

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Business administration

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Marketing

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Consumer behavior

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Marketing

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Social relationships

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A Multi-Dimensional Approach to Social Relationships in Consumer Behavior

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Dissertation

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23.572602739726026

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