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From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit

Author

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  • Szu-chi Huang
  • Susan M. Broniarczyk
  • Ying Zhang
  • Mariam Beruchashvili

Abstract

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).

Suggested Citation

  • Szu-chi Huang & Susan M. Broniarczyk & Ying Zhang & Mariam Beruchashvili, 2015. "From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1252-1266.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678958
    DOI: 10.1086/678958
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    Cited by:

    1. Diptiman Banerji & Ramendra Singh & Prashant Mishra, 2020. "Friendships in marketing: a taxonomy and future research directions," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 223-243, December.
    2. Pradip H. Sadarangani & Anup Krishnamurthy & Richard P. Bagozzi, 2017. "Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?," Management International Review, Springer, vol. 57(3), pages 473-500, June.
    3. repec:oup:jconrs:v:49:y:2023:i:5:p:926-939. is not listed on IDEAS
    4. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.

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