More from these Authors

• Article | Marketing Letters | Forthcoming

  Consuming Together (versus Separately) Makes the Heart Grow Fonder

  Ximena Garcia-Rada, Lalin Anik and Dan Ariely

  Across three studies, we investigate how consumers in romantic relationships make decisions when choosing an item to share with their partner. We show that consumers will forgo their preferred alternative for an option that is more aligned with the preferences of their partner when consuming the same item together vs. separately. We theorize and show that when consuming together (vs. separately), consumers’ purchase motivation shifts from being utilitarian (e.g., satisfying one’s hunger) to hedonic (e.g., having an enjoyable evening). Consequently, when consuming together (vs. separately), consumers weigh more highly their partner’s affective reactions to the item and overall experience—leading them to pick a less preferred option in an effort to please their partner. In sum, we provide a framework that contributes novel insight into the trade-offs consumers make between their preferences and the preferences of others.

  Keywords: shared consumption; close relationships; conflicting preferences; Spending; Decision Making; Relationships; Motivation and Incentives;

  Citation:

  Garcia-Rada, Ximena, Lalin Anik, and Dan Ariely. "Consuming Together (versus Separately) Makes the Heart Grow Fonder." Marketing Letters (forthcoming). (Pre-published online, February 15, 2019.)  View Details

  CiteView DetailsFind at HarvardPurchase

  Related

• Chapter | World Happiness Report | 2019

  Happiness and Prosocial Behavior: An Evaluation of the Evidence

  Lara B. Aknin, A.V. Whillans, Michael I. Norton and Elizabeth W. Dunn

  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.

  Keywords: happiness; volunteering; charity; prosocial behavior; Happiness; Welfare or Wellbeing; Behavior;

  Citation:

  Aknin, Lara B., A.V. Whillans, Michael I. Norton, and Elizabeth W. Dunn. "Happiness and Prosocial Behavior: An Evaluation of the Evidence." Chap. 4 in World Happiness Report, edited by John F. Helliwell, Richard Layard, and Jeffrey D. Sachs, 67–86. New York: Sustainable Development Solutions Network, 2019.  View Details

  CiteView Details Read Now

  Related

• 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

  CiteView DetailsFind at Harvard Read Now

  Related