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We’re in This Together: How Perceptions of Close Other’s Experience Lead to Vicarious Compensatory Product Evaluation and Choice

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Academy of Asian Business (AAB)|2024.12|Academy of Asian Business Review|제10권 제2호|pp. 1-22|DOI 10.26816/aabr.10.2.202412.1

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참고문헌

키워드

Compensatory consumptionInterpersonal relationshipsLicensing behaviorShared identityVicarious consumption

초록

The present research examined how consumers’ perceptions about the close other’s experience affect their subsequent product evaluation and choice. In close interpersonal relationships, people tend to identify with their close others even to the point that their own self-view is assimilated by the close other’s self-perceptions and experiences. Thus, it was hypothesized that consumers would exhibit a compensatory attitude and behavior based on how they perceived of their close other’s experiences. Study 1 found that individuals held a more positive attitude toward and willingness to choose health-enhancing products when they perceived that their close other was in poor health, while Study 2 found that people were more likely to choose the indulgent option when their close partner was thought to be healthy. Together, these studies demonstrate that individuals take into consideration and compensate for their close other’s experiences when making product evaluations and choices for themselves. These results highlight how consumers may vicariously compensate for their close other’s perceived experiences through their own preferences.

Abstract

The present research examined how consumers’ perceptions about the close other’s experience affect their subsequent product evaluation and choice. In close interpersonal relationships, people tend to identify with their close others even to the point that their own self-view is assimilated by the close other’s self-perceptions and experiences. Thus, it was hypothesized that consumers would exhibit a compensatory attitude and behavior based on how they perceived of their close other’s experiences. Study 1 found that individuals held a more positive attitude toward and willingness to choose health-enhancing products when they perceived that their close other was in poor health, while Study 2 found that people were more likely to choose the indulgent option when their close partner was thought to be healthy. Together, these studies demonstrate that individuals take into consideration and compensate for their close other’s experiences when making product evaluations and choices for themselves. These results highlight how consumers may vicariously compensate for their close other’s perceived experiences through their own preferences.

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