The Effect of Significant Other’S Perceived State on the Evaluation of Relevant Products

Kiwan Park, Seoul National University, South Korea
Jiyoung Lee, Seoul National University, South Korea
Jerry Jisang Han, University of Texas-Austin, USA
The present research examines the effect of significant other’s positive or negative state on the consumer’s subsequent purchase intensions. We propose that individuals will exhibit compensatory attitudes toward certain products depending on their significant other’s behavior or situation prior to such product assessment task.
[ to cite ]:
Kiwan Park, Jiyoung Lee, and Jerry Jisang Han (2012) ,"The Effect of Significant Other’S Perceived State on the Evaluation of Relevant Products", 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: 1114-1114.