Consumer decisions in relationships

  title={Consumer decisions in relationships},
  author={Vladas Griskevicius and Alexander J Rothman},
Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer decisions are made. After reviewing foundational work in the area… CONTINUE READING
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