M2 valentine's day Flashcards
if relationships are decreasing in the USA, how is V day spending increasing?
- V day marketed to new segments: family, friends, self
- relationship reminders are everywhere: “finding the one”, belief that single women are miserable, reminders of friendship relationships
- expected that you will participate in V day; highly scripted behaviors/social expectations
2 possible motives for V day scripted behaviors
1) to truly express your love to someone
2) to conform to the script/social norm
is V day good or bad for relationships?
- depends on how relationship is going
- stable ones are unaffected
- turbulent ones often end around V day because it’s easy to miss the mark on a gift –> disappointment –> break up
V day influence in asia
japan: translated poorly –> women express love to man
- women give subtypes of chocolate to men (obligatory, favorite, friends)
- march 15th = white day in japan, s korea, taiwan (men give gifts to women; originally excuse to buy candy; gift should be 2-3x more value than V day)
s korea: single ppl burrow sorrow in noodle dish with black sauce on black day
importance of having close relationships
- contribute to feeling of self worth
- show and contribute 1) health/wellness and 2) acceptance, respect, value, belonging
“ingredients” for romance (4)
effort, specialness, personalization, value
what is deservingness? how does feeling deserving/undeserving affect your mood?
- feeling worthy of being treated a certain way; can apply to yourself or someone else
- feel deserving –> feel good
- do not feel deserving –> feel bad
Lisa Cavanaugh’s hypothesis on deservingness
we use feelings of deservingness to justify purchases/indulgence
- people feel deserving when they are in a relationship –> indulgence
- people feel undeserving when they are not in a relationship –> restriction (of food and pdt indulgence)
2 hypotheses competing with cavanaugh’s
1) compensatory and mood repair (Bridget Jones) hypothesis
- when people are not in a relationship –> feel undeserving –> increase food and pdt indulgence to make self feel better
2) mate value (beautification) hypothesis
- when people are not in a relationship –> feel undeserving –> restrict food indulgence and increase beauty pdt indulgence to make self more attractive
Which study provided evidence against the compensatory and mood repair/bridget jones hypothesis?
study 1
- participants included single and coupled women
- some participants shown romantic relationship reminder
result: single people w/ reminder chose lower cal snack (restrict) than coupled w/reminder (indulge)
which study provided evidence against the mate value/beautification hypothesis
study 1 also?
- participants shown cards either related to a romantic or platonic partner
- participants chose personal care pdts (many price points available)
- later asked participants if they were in a romantic relationship
result: no difference in pdt indulgence for single/coupled with platonic reminder but single/romantic reminder indulged less than coupled/romantic reminder –> indicates reminding single ppl of relationship they did not feel deserving
which study showed that ads serve as relationship reminders which influence feelings of deservingness
study 2
- participants included single and coupled adults
- randomly assigned to view friendship, relationship, or control ads
result: single/coupled felt equally deserving after viewing friendship or control ads
- single/romantic ads felt the least deserving of all groups
which study showed that having a relationship influences deservingness for best friends
study 3
- participants included people w/ and w/o a BFF
- randomly assigned to read article about BFF or education requirement
- ask ppl if they have a relationship/education requirement like the one in the article –> choose fragrance from dif price point
result: no BFF/BFF reminder –> lower price fragrance (restriction/not deserving)
why should companies/marketers consider Lisa’s research studies?
- if they want people to buy their pdts, they need to feel deserving
- consider almost 50% adults are single and almost 50% in a relationship don’t have another BFF
- using the wrong reminders can restrict their indulgence
