When Preferences Differ Among Friends: How Positive Affect Influences Choosing to Accommodate Others Vs. Choosing to Express Oneself

Cindy Chan, Cornell University, USA
Alice M. Isen, Cornell University, USA
Are people in positive affect more likely to accommodate the preferences expressed by their friend when making consumer choices? Or are they more likely to stay true to their own personal preferences? Indeed, the answer to both questions is yes. Results show people in positive affect are more likely than controls to accommodate their friend’s preference when their preferences are not extremely different, or when their decision affects both parties. Conversely, they are less likely than controls to accommodate their friend when their friend’s preference is very different, even when their choice is made in the company of their friend.
[ to cite ]:
Cindy Chan and Alice M. Isen (2010) ,"When Preferences Differ Among Friends: How Positive Affect Influences Choosing to Accommodate Others Vs. Choosing to Express Oneself", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 765-766 .