The Cambridge Handbook of Consumer Psychology

Michael I. Norton; Derek D. Rucker; Cait  Lamberton

Book | 2015

The Cambridge Handbook of Consumer Psychology

by Michael I. Norton, Derek D. Rucker and Cait Lamberton

Abstract

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making, their interactions with other consumers, and the effects of societal factors on consumption. The Cambridge Handbook of Consumer Psychology will act as a valuable guide for faculty as well as graduate and undergraduate students in psychology, marketing, management, sociology, and anthropology.

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Norton, Michael I., Derek D. Rucker and Cait Lamberton, eds. The Cambridge Handbook of Consumer Psychology. New York: Cambridge University Press, 2015.

Four studies reveal the benefits of relationship rituals: couples with relationship rituals report more positive emotions and greater relationship satisfaction and commitment than those without them. We show that rituals are crucial for understanding consumption practices in romantic relationships. Using a sample of romantic dyads, we identify a novel moderating role of mutual agreement, such that both members of a couple must agree that they have a ritual: different couples can see the same consumption behavior (e.g., paying for a weekly date night) as either a ritual or a routine, and the benefits accrue only to those couples who jointly view it as a symbolically meaningful ritual. We contribute to the literature on rituals by empirically documenting the relationships between rituals, specific emotions, and relationship satisfaction, and by demonstrating that the same sequence of actions can have different psychological effects due to the role of mutual agreement. Finally, we contribute to research on consumers’ shared experiences by suggesting a novel mechanism for committing to such experiences: relationship rituals.

Humans are an extremely prosocial species. Compared to most primates, humans provide more assistance to family, friends, and strangers, even when costly. Why do people devote their resources to helping others? In this chapter, we examine whether engaging in prosocial behavior promotes subjective well-being, which encompasses greater positive affect, lower negative affect, and greater life satisfaction. Next, we identify the conditions under which the well-being benefits of prosociality are most likely to emerge. Finally, we briefly highlight several levers that can be used to increase prosocial behavior, thereby potentially increasing well-being.

Article | Journal of Personality and Social Psychology

Handshaking Promotes Deal-Making by Signaling Cooperative Intent

Juliana Schroeder, Jane L. Risen, Francesca Gino and Michael I. Norton

We examine how a simple handshake—a gesture that often occurs at the outset of social interactions—can influence deal-making. Because handshakes are social rituals, they are imbued with meaning beyond their physical features. We propose that during mixed-motive interactions, a handshake is viewed as a signal of cooperative intent, increasing people’s cooperative behavior and affecting deal-making outcomes. In Studies 1a and 1b, pairs who chose to shake hands at the onset of integrative negotiations obtained better joint outcomes. Study 2 demonstrates the causal impact of handshaking using experimental methodology. Study 3 suggests one driver of the cooperative consequence of handshaking: negotiators expected partners who shook hands to behave more cooperatively than partners who avoided shaking hands or partners whose nonverbal behavior was unknown; these expectations of cooperative intent increased negotiators’ own cooperation. Study 4 uses an economic game to demonstrate that handshaking increased cooperation even when handshakes were uninstructed (vs. instructed). Further demonstrating the primacy of signaling cooperative intent, handshaking actually reduced cooperation when the action signaled ill intent (e.g., when the handshaker was sick; Study 5). Finally, in Study 6, executives assigned to shake hands before a more antagonistic, distributive negotiation were less likely to lie about self-benefiting information, increasing cooperation even to their own detriment. Together, these studies provide evidence that handshakes, ritualistic behaviors imbued with meaning beyond mere physical contact, signal cooperative intent and promote deal-making.

Keywords: handshake; cooperation; Affiliation; competition; negotiation; Nonverbal Communication; Negotiation Participants; Behavior; Communication Intention and Meaning; Negotiation Deal;

Citation:

Schroeder, Juliana, Jane L. Risen, Francesca Gino, and Michael I. Norton. "Handshaking Promotes Deal-Making by Signaling Cooperative Intent." Journal of Personality and Social Psychology 116, no. 5 (May 2019): 743–768. View Details

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