Emergent Affiliation Through Non-Verbal Goal Contagion Effects in Shared Experiences

Suresh Ramanathan, University of Chicago
Ann McGill, University of Chicago
Two experiments explored how affiliation may emerge between strangers over the course of a shared experience as a result of non-verbal cues that communicate whether both individuals have shared goals. Results indicate that when two individuals are paired in a common experience with matched goals, they show greater covariation in their joint online evaluations of the experience—and enjoy the experience to a greater degree—compared to individuals with mismatched goals. This effect is moderated by self-monitoring, whereby matched goals carry a stronger signal to high self-monitors over time, and highlight the importance of matched motives in consumer experiences that foster affiliation.
[ to cite ]:
Suresh Ramanathan and Ann McGill (2008) ,"Emergent Affiliation Through Non-Verbal Goal Contagion Effects in Shared Experiences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 226-228.