Browsing by Subject "Relationship norms"
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Item And this relationship is just right : normative romantic relationship development(2016-05) Keneski, Elizabeth Rose; Eastwick, Paul; Loving, Timothy J; Neff, Lisa A; Gleason, Marci E. J.; Swann, BillThe current five studies address an unanswered question in the romantic relationships literature: what do couples’ friends and family members observe about couples’ romances that brings those network members to (dis)approve of those relationships? I hypothesized that the extent to which couples follow an average, or normative, relationship trajectory—a just right, ‘Goldilocks’ relationship progression—increases network member relationship approval and support and, ultimately, influences couples’ relationship quality and outcomes. In Study 1, newlyweds generated a timeline of significant courtship events by indicating when each event occurred in their histories together. Spouses whose courtship timelines progressed in a more normative sequence reported greater marital satisfaction, and this association was mediated by more positive perceived relationships with friends and family members. In Studies 2a-c, and 3a, participants exhibited greater approval for a friend’s relationship to the degree that that relationship was perceived to have developed normatively. In Studies 3a and 3b, the associations between perceived normative relationship development, perceived network relationship approval, and relationship quality were replicated in engaged, recently-married, and long-married couples. Further, additional analyses suggest that social network relationship approval and support mediate the link between normative relationship development and subsequent relationship quality. In Studies 4a-b, the effect of normative relationship development on concurrent relationship quality was not replicated in dating couples, indicating that it may be too early in couples’ relationships to experience the benefits of normativity. Finally, Studies 5b and 5c (based on a qualitative pilot study) tested whether experiencing a more normative relationship development in fledgling relationships was associated with relationship quality, romantic interest, and relationship dissolution. Relationship normativity predicted higher peak romantic interest in both long-term and short-term relationships in Studies 5b, and higher average romantic interest and peak romantic interest, but only in long-term relationships, in Study 5c. There were no differences in deviations from a normative relationship progression, for short-term or long-term relationships, in whether or not those relationships had ended or were ongoing. Across studies, more normative relationship progressions were generally associated with greater relationship approval and support from couples’ social networks, and more average, ‘Goldilocks’ relationships thrived.Item The effects of brand relationship norms on consumer response to brand information and advertising(2011-12) Yeh, Yi-Hsin; Choi, Sejung Marina; Lee, Wei-Na; Eastin, Matthew S.; Sung, Yongjun; Whittaker, Tiffany A.This research investigates how communal and exchange brand relationship norms determine consumers’ tendencies in processing brand information in morality or competence terms, respectively. Study 1 tests the hypothesized relationships between relationship norms and morality/competence social cognition. The results show that exchange norm-oriented consumers evaluate a brand mainly based on its competence attributes, whereas communal norm-oriented individuals place additional focus on the brand’s moral conduct. As an extension of Study 1, Study 2 examines the effectiveness of morality-framed and competence-framed advertising messages in relation to the relationship norms salient at brand exposure. The findings reveal that exchange norm-oriented individuals demonstrate more favorable attitudes towards the competence-framed message, whereas communal norm-oriented individuals show more positive attitudes towards the morality-framed message. Finally, Study 3 investigates how the norms dominant in the relationships with a brand influence consumers’ attitude change in response to morality- and competence-based negative information on the brand. The results show that exchange norm-oriented individuals are more susceptible to immoral brand information, and communal norm-oriented individuals are equally affected by both types of negative brand information. This research suggests that the different emphasis on morality and competence information in communal and exchange brand relationships not only influences how consumers form their initial impressions of a brand and evaluations of advertisements but also how they interpret negative brand information as brand relationships unfold.