Effect of prosocial behaviors in a mating mindset on purchase decisions

• Jae Won Hwang

  Seoul National University

I examined how behavioral changes that are apparent in individuals who are in a romantic relationship influence their decision making in purchase situations. Participants were 505 university students and workers (253 men, 252 women). Participants in a mating mindset (MM) condition showed greater intention to make decisions with partners than did those in a single mindset (SM) condition. Attitude toward advertising for a brand and purchase intention were likely to be more favorable in an SM than in an MM. Participants in the MM were less likely to prefer a unique design than were those in the SM; however, there was a gradual decrement in this effect as the relationship became longer. Further, participants in an MM group were more willing to give money and time than were those in an SM group. These results led to the conclusion that in purchase situations, people in an MM tend to exhibit behaviors that conflict with their original tastes because they are dominated by thoughts associated with their romantic partners.

1. Jae Won Hwang, Seoul National University

   Consumer Behavior Marketing Department, College of Business

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