Should Birds of a Feather Flock Together? Understanding Self-Control Decisions in Dyads
seven studies on joint spending and diet decisions in pairs. Homogeneous high self-control pairs made less indulgent choices than both homogeneous low self-control pairs and mixed pairs, and the latter two did not differ, so having one high self-control partner produced no more restraint than having none. The authors' tested explanation: higher self-control individuals prioritise pro-relationship behaviour over their own preference for restraint and assent to the lower self-control partner's preferences, and interventions that change pro-relationship motivation alter the pattern. Stated scope: decisions consumers make in couples or pairs, with implications claimed for consumers, marketers an
seven studies on joint spending and diet decisions in pairs. Homogeneous high self-control pairs made less indulgent choices than both homogeneous low self-control pairs and mixed pairs, and the latter two did not differ, so having one high self-control partner produced no more restraint than having none. The authors' tested explanation: higher self-control individuals prioritise pro-relationship behaviour over their own preference for restraint and assent to the lower self-control partner's preferences, and interventions that change pro-relationship motivation alter the pattern. Stated scope: decisions consumers make in couples or pairs, with implications claimed for consumers, marketers an
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Dzhogleva Nikolova, H., & Lamberton, C. P. (2014). Should Birds of a Feather Flock Together? Understanding Self-Control Decisions in Dyads. Journal of Consumer Research, 41(2), 361-380. doi:10.1086/676599.