“Diet Pepsi Again?” Brand Compatibility, Power and Life Satisfaction

Danielle J. Brick, Duke University, USA
Grainne Fitzsimons, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
In the present research we explore how brand preferences affect life satisfaction depending upon power in the relationship. We find that for high power partners, brand compatibility has no effect on life satisfaction. However, for low power partners, low brand compatibility is associated with reduced life satisfaction.
[ to cite ]:
Danielle J. Brick, Grainne Fitzsimons, Tanya Chartrand, and Gavan Fitzsimons (2015) ,"“Diet Pepsi Again?” Brand Compatibility, Power and Life Satisfaction", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 301-301.