What happens when your partner picks brands and products that you hate?
An interesting story on NPR on a study about brands and love, and how they shape what we buy. Can Diet Coke determine if you're headed for a divorce? Possibly, says researchers if your partner prefers Pepsi. Research suggests that your feelings toward your partner affect brand buying decisions. In the interview, Gavan Fitzsimons at Duke University suggests that such purchasing decisions (as such in the Diet Coke example) are sometimes acts of defiance rather than personal preferences. He suggests that these brand purchasing decisions even occur outside the presence of the partner. For example, your partner and you both prefer Burger King to McDonald's, but the unhappy partner in the relationship, even when alone, may choose McDonald's as an act of silent defiance to their feelings of relationship happiness.
This seems to suggest what we already know. People with shared common interests are generally h…
An interesting story on NPR on a study about brands and love, and how they shape what we buy. Can Diet Coke determine if you're headed for a divorce? Possibly, says researchers if your partner prefers Pepsi. Research suggests that your feelings toward your partner affect brand buying decisions. In the interview, Gavan Fitzsimons at Duke University suggests that such purchasing decisions (as such in the Diet Coke example) are sometimes acts of defiance rather than personal preferences. He suggests that these brand purchasing decisions even occur outside the presence of the partner. For example, your partner and you both prefer Burger King to McDonald's, but the unhappy partner in the relationship, even when alone, may choose McDonald's as an act of silent defiance to their feelings of relationship happiness.
This seems to suggest what we already know. People with shared common interests are generally h…