Should retailers encourage couples to shop together? |
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| Institution: | 1. ESCP Business School Berlin, Heubnerweg 8-10, D-14059, Berlin, Germany;2. Consultant at the Berlin-Brandenburg Statistics Office, Statistical Methods and Policy Issues Unit, Alt-Friedrichsfelde 60, 10315, Berlin, Germany;1. Institute of Business Studies, Kohat University of Science & Technology, Pakistan;2. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Wah Cantt, Pakistan;3. Institute of Business Studies, Kohat University of Science & Technology, Kohat, Pakistan;4. Institute of Business and Management Sciences, UOA, Peshawar, Pakistan;5. College of Hospitality and Tourism Management, Sejong University, Seoul, 05006, South Korea;6. Social Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain;1. Department of Operations Management, Xavier Institute of Management, XIM University, Bhubaneswar, Odisha, 751013, India;2. Department of Supply Chain & Information Management, School of Business, College of Charleston, Charleston, SC, 29424, USA;1. Marketing, Indian Institute of Management Calcutta, India;2. Marketing, Department of Strategy and Management, NHH Norwegian School of Economics, Bergen, Norway;3. Digital Innovation for Growth (DIG), NHH Norwegian School of Economics, Bergen, Norway;4. Marketing, Indian Institute of Management, Ahmedabad, India;1. Associate Professor of Marketing, Penn State Harrisburg, School of Business Administration, 777 West Harrisburg Pike, Middletown, PA, 17057-4898, USA;2. SVP Client Strategy & Development, CitrusAd, Harrisburg, PA, USA;1. School of Business and Law, Edith Cowan University, 6027, Joondalup, WA, Australia;2. School of Economics, Finance and Marketing, RMIT University, 3000, Victoria, Australia |
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| Abstract: | Many purchase decisions take place in social relationships, and yet few studies have specifically investigated couples’ purchase decisions made during shopping about products for later joint consumption. We hypothesize that romantic partners purchase more when they shop together than individually and that this effect is strong for vice products, particularly those without an organic label. For our empirical study, we asked romantic partners shopping together in a real-life context to make purchase decisions together or individually (our main experimental condition) in a self-programmed web store that offered 88 product variants (differing in category vice/virtue] and labeling with/without organic label]). Participants then filled out an online questionnaire on site. Results of a sequence of nested generalized linear models show that making purchase decisions together increases purchase amount (number of items selected) and purchase value (quantities selected multiplied by the corresponding willingness to pay), especially for vice products without organic labeling. In a second study, we benchmark these effects by comparing them with the effects of individual decision making and varying consumption mode (joint vs. individual consumption), using data from an online survey that followed the same structure as the main study. These effects, again estimated through generalized linear models, are negligible. Our findings strongly support the “accomplice” (rather than the “minder”) role of romantic partners in shopping. Therefore, retailers should target couples, encourage them to shop together, and emphasize joint consumption as a shopping goal. |
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| Keywords: | Joint consumption Joint vs individual decision making Romantic partners Co-shopper influence Vice/virtue products Willingness to pay |
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