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      A Framework for Understanding Consumer Choices for Others

      1 , 2 , 3
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      Journal of Consumer Research
      Oxford University Press (OUP)

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          Abstract

          Although most research on consumers’ choices, and resulting insights, have focused on choices that consumers make solely for themselves, consumers often make choices for others, and there is a growing literature examining such choices. Theoretically, how can this growing literature be integrated, and what gaps remain? Practically, why should marketers, consumers, and policy makers care when choices are made for others, and what should they do differently? A 2 × 2 framework of consumers’ choices for others addresses these questions. This framework has two fundamental dimensions: the chooser’s social focus (relationship vs. recipient oriented) and the chooser’s consideration of consumption preferences (highlight the recipient’s preferences vs. balance the recipient’s preferences with the chooser’s preferences). These dimensions generate four cells that represent prototypical choosing-for-others contexts: gift-giving (relationship focus, highlighting recipient’s preferences), joint consumption (relationship focus, balancing recipient’s and chooser’s preferences), everyday favors/pick-ups (recipient focus, highlighting recipient’s preferences), and caregiving (recipient focus, balancing recipient’s and chooser’s preferences). This framework captures most choosing-for-others situations, and each cell involves a distinct profile of motives, ultimately affecting choices. This framework integrates the choosing-for-others literature, which we hope will guide future research, and it also offers practical implications for marketers, consumers, and policy makers.

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              This review covers recent developments in the social influence literature, focusing primarily on compliance and conformity research published between 1997 and 2002. The principles and processes underlying a target's susceptibility to outside influences are considered in light of three goals fundamental to rewarding human functioning. Specifically, targets are motivated to form accurate perceptions of reality and react accordingly, to develop and preserve meaningful social relationships, and to maintain a favorable self-concept. Consistent with the current movement in compliance and conformity research, this review emphasizes the ways in which these goals interact with external forces to engender social influence processes that are subtle, indirect, and outside of awareness.
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                Author and article information

                Journal
                Journal of Consumer Research
                Oxford University Press (OUP)
                0093-5301
                1537-5277
                October 2019
                September 01 2019
                March 08 2019
                October 2019
                September 01 2019
                March 08 2019
                : 46
                : 3
                : 407-434
                Affiliations
                [1 ]Marketing and Business Economics Area, Katz Graduate School of Business, University of Pittsburgh, 3950 Roberto Clemente Drive, Pittsburgh, PA 15260
                [2 ]Duke University School of Law, 210 Science Drive, Durham, NC 27708, and a visiting scholar, Marketing Department, Stern School of Business, New York University, 40 West 4th Street, New York, NY 10012
                [3 ]Edward S. & Rose K. Donnell Professor of Marketing and Psychology, Marketing Department, Fuqua School of Business, Duke University, 100 Fuqua Drive, Durham, NC 27708
                Article
                10.1093/jcr/ucz009
                e7d7416c-018a-44d1-a918-5dfa9c0e35ea
                © 2019

                https://academic.oup.com/journals/pages/open_access/funder_policies/chorus/standard_publication_model

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