The Influence of Friends on Consumer Spending: The Role of Agency–Communion Orientation and Self-Monitoring

  title={The Influence of Friends on Consumer Spending: The Role of Agency–Communion Orientation and Self-Monitoring},
  author={Didem Kurt and J. Jeffrey Inman and Jennifer J. Argo},
  journal={Journal of Marketing Research},
  pages={741 - 754}
Four studies investigate the interactive influence of the presence of an accompanying friend and a consumer's agency–communion orientation on the consumer's spending behaviors. In general, the authors find that shopping with a friend can be expensive for agency-oriented consumers (e.g., males) but not for communion-oriented consumers (e.g., females). That is, consumers who are agency oriented spend significantly more when they shop with a friend (vs. when they shop alone), whereas this effect… 
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