The Effects of Significant Other's Perceived State on Consumers' Product Evaluation and Choice

Abstract

The present research is intended to examine how the perceived state of ones significant other affects his/her subsequent product evaluation and choice. Specifically, I hypothesized that individuals will attempt to compensate for their partners shaken attribute by choosing virtue (vs. vice) products that will bolster the self in that certain domain. I expected, on the other hand, that they will be licensed to choose vice (vs. virtue) products that will potentially harm the self in that domain when they believe their partners self-concept has been boosted. Two studies confirmed these hypotheses.