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Psych 🧠 - 338/500
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What is it?
It argues that people often willingly give up resources like money, time, and even personal preferences to benefit their relationship partners across various consumption stages (pre-purchase, purchase, post-purchase).
This expands the traditional view of sacrifice, which typically focuses on money and time, to include the often-invisible sacrifice of preferences.
Major findings:
Consumption sacrifice as a unifying construct: This framework helps analyze similarities and differences across various areas of consumer research where choices involve others, such as joint consumption, gift-giving, and caregiving.
Three types of consumption resources sacrificed: The paper highlights sacrifices of money, time, and preferences as valuable means that consumers use to achieve desired outcomes for their partners throughout the customer journey.
The (in)visibility of sacrifice: The authors argue that consumption sacrifices are often invisible to recipients, meaning the effort and cost involved may not be fully recognized or appreciated. This invisibility can impact relationship well-being and marketing outcomes.
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What do I need to know:
This read will provide you a valuable foundation for future research on consumption sacrifice, highlighting the crucial role of (in)visibility in shaping both relationship and marketing outcomes.
Consumption sacrifices are pervasive and diverse: Consumers make sacrifices across various resources and stages of the customer journey, going beyond simple monetary transactions.
Invisibility can hinder relationship benefits: When sacrifices are not recognized or appreciated, relationships may suffer and actors may feel unappreciated, potentially impacting their consumption satisfaction.
Motives shape visibility: The reasons behind sacrifices influence how much actors care about making their sacrifices visible, with implications for relationship dynamics and marketing strategies.
Consumption satisfaction involves more than just the product: When sacrifices occur, satisfaction is derived from a complex interplay of partner-focused, relationship-focused, and self-focused benefits, which can be affected by the (in)visibility of the sacrifice.
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