Didem Kurt

Who they are

The work of Didem Kurt reaches this site through the paper listed below. The name is tied to Companion Effect on Spending, Agency-Communion Orientation.

Key papers

Kurt, D., Inman, J. J., & Argo, J. J. (2011). The Influence of Friends on Consumer Spending: The Role of Agency-Communion Orientation and Self-Monitoring. Journal of Marketing Research, 48(4), 741-754. What it reports: Four studies. Shopping with a friend raised spending for agency-oriented consumers (males given as example) and not, or by less, for communion-oriented consumers (females given as example). Self-monitoring moderated: friends mattered most for high self-monitors, with effects in opposite directions for agentic and communal consumers. The interaction reversed when the context moved from spending on oneself to donating to charity.

Key ideas

Companion Effect on Spending: The finding that having a friend present while shopping changes how much a person spends, and that the direction depends on the shopper.

Agency-Communion Orientation: A shopper's lean towards personal goals and standing (agency) or towards relationships and harmony (communion).

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