Relational Domain Switching: Interpersonal Insecurity Predicts the Strength and Number of Marketplace Relationships

Autor:	Tara C. Marshall, Jodie Whelan, Matthew Thomson, Allison R. Johnson
Rok vydání:	2016
Předmět:	Marketing Service (business) Compensation (psychology) 05 social sciences Perspective (graphical) 050109 social psychology Loneliness Interpersonal communication Interpersonal relationship 0502 economics and business medicine Attachment theory 050211 marketing 0501 psychology and cognitive sciences medicine.symptom Materialism Psychology Social psychology Applied Psychology
Zdroj:	Psychology & Marketing. 33:465-479
ISSN:	0742-6046
Popis:	In this paper, the authors test a compensation model of interpersonal and marketplace relationships. Guided by an attachment theory perspective, the authors argue that reflecting on or experiencing insecure interpersonal relationships can induce consumers to seek surrogate relationship partners in the marketplace. This general prediction is supported by results from an experiment and two surveys. Specifically, results show that interpersonally anxious consumers report more and stronger brand relationships. Furthermore, interpersonally avoidant consumers report more and stronger brand relationships, as well as more numerous but weaker service relationships. These studies support the prediction that people employ marketplace solutions to offset deficiencies in their personal relationships. The paper concludes by contextualizing the results within research on loneliness and materialism.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4ca32be39d735ee128bf06db91479c60 https://doi.org/10.1002/mar.20891 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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