Chapter 21: No (wo)man is an island: dyadic decision-making and identity conflict
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Prior research has generally studied the way that consumers express and manage their identities in individual decisions. However, consumers often share both decision-making and consumption with others. This chapter argues that dyadic as opposed to individual decision-making contexts can both create and resolve identity conflicts in ways that are important for consumer behavior and well-being. The authors provide a brief background of identity research as related to the topic, and discuss the ways in which dyadic decision-making might both generate and allow us to resolve identity conflicts. They close by considering the research that needs to be done to understand whether our non-island status – the identity conflicts and resolutions we might experience in the context of couples, family units, work partnerships or friendships – should be considered a net positive or negative force for our identities, lives and relationships.

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