I Know a "Guy": the Consequences of Using Social Capital to Facilitate Consumption Experiences

In this paper we examine consumers’ use of social relationships to facilitate the purchase of goods and services. Our research extends and refines social capital theory in the context of consumer behavior using grounded theory techniques. Utilizing data from U.S. consumers, we address how and why consumers leverage their social relationships to manage consumption experiences. We also identify the benefits and implications of this behavior. Our findings contribute to social capital theory, both inside and outside of the consumer domain. The results of the study also suggest ramifications for other aspects of marketing inquiry, such as customer satisfaction and loyalty.


Bryan Johnson and William T. Ross, Jr. (2008) ,"I Know a "Guy": the Consequences of Using Social Capital to Facilitate Consumption Experiences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 904-904.


Bryan Johnson, Pennsylvania State University
William T. Ross, Jr., Pennsylvania State University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More


Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.