From close to distant: : the dynamics of interpersonal relationships in shared goal pursuit

• Autores: Szu-chi Huang, Susan M. Broniarczyk, Ying Zhang, Mariam Beruchashvili
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 41, Nº. 5, 2015, págs. 1252-1266
• Idioma: inglés
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• Resumen

  • This research examines how individuals� relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as �friends� to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advanced stage and felt more certain about how to approach and complete the goal, this closeness significantly reduced. This shift in the relationship further influenced consumers� interaction with others, such as the sharing of helpful tips and information. The findings provide insights into the autonomous information-sharing behaviors of consumers in shared goal pursuit and the key drivers behind the effectiveness of shared-pursuit programs (e.g., Weight Watchers, AA).