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A New Framework for Agency and Commu...

Cannon, Christopher.

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A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior./
Author:	Cannon, Christopher.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	88 p.
Notes:	Source: Dissertations Abstracts International, Volume: 82-01, Section: B.
Contained By:	Dissertations Abstracts International82-01B.
Subject:	Social psychology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27955532
ISBN:	9798658426891

A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior.
Cannon, Christopher.

A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 88 p.

Source: Dissertations Abstracts International, Volume: 82-01, Section: B.

Thesis (Ph.D.)--Northwestern University, 2020.

This item must not be sold to any third party vendors.

Agency is a broad orientation aimed to advance the self and one's own abilities, whereas communion is a broad orientation aimed to interact with others and connect to people in a larger social context. In Chapter 1, I introduce a new framework to conceptualize the constructs of agency and communion. Specifically, I propose that agency and communion each have two distinct underlying motives that reference either an internal or external standard. For example, an individual with a communal orientation may purchase a gift for a friend to build a relationship (internal standard) or as an act of compassion (external standard). In Chapter 2, I empirically test a central aspect of my framework in the context of consumer gift giving during times of hardship. This empirical work examines how recipients' optimistic versus pessimistic outlook on their hardship influences gift givers' purchases based on two different inferred communal needs. Optimism signals a heightened need for affiliation, whereas pessimism signals a heightened need for nurturing. As a result, gift givers select their purchases to fulfill the perceived psychological needs of the recipient. Eight experiments (N = 2,024) test this hypothesis, explore the mechanism, and identify boundary conditions. Therefore, whereas Chapter 1 explores agency and communion from the actor perspective, Chapter 2 tests and extends part of this framework from the observer perspective. This work concludes with a discussion of the implications for the study of both consumer hardship specifically and gift giving more generally.

ISBN: 9798658426891Subjects--Topical Terms:

520219
Social psychology.
Subjects--Index Terms:

Agency

A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior.
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245 1 0 $a A New Framework for Agency and Communion: Theoretical Development and Application to Consumer Behavior.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 88 p.
500 $a Source: Dissertations Abstracts International, Volume: 82-01, Section: B.
500 $a Advisor: Rucker, Derek.
502 $a Thesis (Ph.D.)--Northwestern University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a Agency is a broad orientation aimed to advance the self and one's own abilities, whereas communion is a broad orientation aimed to interact with others and connect to people in a larger social context. In Chapter 1, I introduce a new framework to conceptualize the constructs of agency and communion. Specifically, I propose that agency and communion each have two distinct underlying motives that reference either an internal or external standard. For example, an individual with a communal orientation may purchase a gift for a friend to build a relationship (internal standard) or as an act of compassion (external standard). In Chapter 2, I empirically test a central aspect of my framework in the context of consumer gift giving during times of hardship. This empirical work examines how recipients' optimistic versus pessimistic outlook on their hardship influences gift givers' purchases based on two different inferred communal needs. Optimism signals a heightened need for affiliation, whereas pessimism signals a heightened need for nurturing. As a result, gift givers select their purchases to fulfill the perceived psychological needs of the recipient. Eight experiments (N = 2,024) test this hypothesis, explore the mechanism, and identify boundary conditions. Therefore, whereas Chapter 1 explores agency and communion from the actor perspective, Chapter 2 tests and extends part of this framework from the observer perspective. This work concludes with a discussion of the implications for the study of both consumer hardship specifically and gift giving more generally.
590 $a School code: 0163.
650 4 $a Social psychology. $3 520219
650 4 $a Psychology. $3 519075
650 4 $a Behavioral psychology. $3 2122788
653 $a Agency
653 $a Communion
653 $a Gift giving
653 $a Optimism
653 $a Pessimism
690 $a 0451
690 $a 0621
690 $a 0384
710 2 $a Northwestern University. $b Marketing. $3 1043982
773 0 $t Dissertations Abstracts International $g 82-01B.
790 $a 0163
791 $a Ph.D.
792 $a 2020
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27955532