It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others’ Involvement in Product Decisions Across the Customer Journey

What influences consumers to make product decisions alone versus with household partners? This research examines how consumers’ preference for solo or joint decision-making with household partners varies between product acquisition and disposal stages. Ten preregistered studies demonstrate that for many household products, consumers are more likely to choose joint (vs. solo) decision-making with household partners for disposal than for acquisition. This asymmetry occurs because disposal (vs. acquisition) increases perceptions of the potential for infringement on a household partner's rights, which increases the desire for clarity about a partner's product valuation and thus the choice of joint (vs. solo) decision-making with one's partner. The authors identify three process-consistent boundary conditions wherein this acquisition–disposal asymmetry is mitigated: (1) when the product cannot be used by one's partner, (2) when considering decisions with nonhousehold members (e.g., noncohabitating close friends) instead of one's household partner, and (3) when the product's price exceeds the household's typical budgeted spending. Moreover, the authors discuss implications of this acquisition–disposal asymmetry for consumer well-being and marketing strategies, including its potential to cause delays in disposal decisions relative to acquisition decisions. This research sheds light on household decision dynamics and identifies a novel contributor to overaccumulation of household products.

• 저널Journal of Marketing Research · 63(1) · 127–148
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1177/00222437251361007
• 저자Theresa A. Kwon, Peggy J. Liu, Kelly L. Haws