Research Dialogue Consumer decisions in relationships Jeffry A. Simpson ⁎ , Vladas Griskevicius, Alexander J. Rothman University of Minnesota, USA Received 7 September 2011; accepted 26 September 2011 Available online 4 May 2012 Abstract Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer decisions are made. After reviewing foundational work in the area, we introduce a powerful and statistically sophisticated methodology to study decisions within relationships—a dyadic framework of decision-making. We then discuss how the study of consumer decisions in relationships can be informed by different theories in the relationships field, including attachment, interdependence, social power, communal/ exchange orientations, relationship norms, and evolutionary principles. By building on the seminal foundations of prior joint-decision making research with theories and methods from contemporary relationship science, we hope to facilitate the integration of the consumer and relationships literature to better understand and generate novel hypotheses about consumer decisions in relationships. © 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved. Keywords: Consumer decision-making; Relationships; Dyadic framework; Attitudes Introduction Consider the following decisions: • You and your romantic partner are looking to buy a home. You would like a modern place, but your partner really wants something more traditional. After considering your partner's preference, you override your own preference and decide to buy a more traditional home. • You and a friend are going to the movies. You really want to see an adventure film, but your friend wouldn't mind a romantic comedy. Despite having a much stronger preference for the adventure film, you recall that you chose the film the last time the two of you went out. Thus, you agree to see the romantic comedy. • You're getting lunch for yourself. Although you are in the mood for pizza, you recall that your significant other wants you to eat healthier. Even though you're eating by yourself, you order a salad. As these three examples indicate, many of the consumer decisions that individuals make are directly or indirectly shaped by important other people with whom we have a relationship. Some of these behaviors involve joint decisions, such as when a couple decides which house, car, or insurance plan to purchase, how to remodel or repair their home, where to go on vacation, which movie or television program to watch, or where to go out for dinner. Other decisions, al- though made individually, can still be affected by another person indirectly. For example, consider a person in a close relationship who is out shopping alone for clothes. Although this person will choose what to buy, the decision may be influenced by the attitudes, beliefs, and preferences of his or her relationship partner. The vast majority of consumer decision-making research is grounded on two important assumptions. First, most choices reflect decisions made by individuals. Second, these decisions are primarily a function of the individual's own personal attitudes, beliefs, and preferences. When considering decision- making in the context of close relationships, however, one must go beyond the individual to understand how decisions are made. Although some models of behavior include perceptions ⁎ Corresponding author at: Department of Psychology, University of Minnesota, Minneapolis, MN 55455‐0344, USA. E-mail address: simps108@umn.edu (J.A. Simpson). 1057-7408/$ -see front matter © 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved. doi:10.1016/j.jcps.2011.09.007 Available online at www.sciencedirect.com Journal of Consumer Psychology 22 (2012) 304 – 314