Romantic relationships and consumer behaviour: how partners influence each other in their attitudes and purchase intentions

• Author(s): Mertel, Mirjam Susanne
• Date: 2017
• Persistent ID: http://hdl.handle.net/10362/22354
• Origin: Repositório Institucional da UNL
• Subject(s): Consumer behaviour; APIM; Partner study; Gender study; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
• Document Type: Master thesis
• Language: English
• Advisor(s): Martinez, Luís Fructuoso; Ferreira, Aristides
• Contributor(s): RUN

Description

In the context of health and nutrition, this study tested the influence partners in romantic relationships have on each other’s’ attitudes, beliefs and purchase intentions by using Kenny’s actor partner interdependence model (2006). After reviewing established relationship theories and gender differences in consumer behaviour, the results of the study show in fact that partners’ attitudes strongly influence an individuals’ attitudes. Even though only one partner of the couple received a stimulus, an information about the possible harms of salmon, the willingness to pay more for this product increased for both partners 6.12% from day one to day two.