Friends Show the Forest Beyond the Trees: Friendship Enhances Consumer Self-Control By Facilitating Global Processing

Eline L.E. de Vries, University of Groningen, The Netherlands
Debra Trampe, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
Consumers regularly fail to exert sufficient self-control when confronted with consumption temptations. Three experiments show that reminding consumers of friendship promotes consumer self-control by facilitating global processing. By broadening consumers’ (conceptual or perceptual) processing style, friends show consumers the proverbial forest beyond the trees and as such substantially enhance self-control.
[ to cite ]:
Eline L.E. de Vries, Debra Trampe, and Bob M. Fennis (2012) ,"Friends Show the Forest Beyond the Trees: Friendship Enhances Consumer Self-Control By Facilitating Global Processing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 633-634.