Researchers have offered new insights into why we surround themselves with people who help bring out our best but don't make us feel terrible when we stray from perfection.
Authors Michael L. Lowe (Texas A and M University) and Kelly L. Haws (Vanderbilt University), said in a situation requiring two people to use self-control, either both indulge, both abstain, or one indulges while the other abstains, adding that their research looks at how these different outcomes impact people who are friends.
In one study, the authors randomly grouped individuals into pairs and placed them in a room with instructions to watch and evaluate a short film. A bowl of candy was placed on a table between the two participants and a hidden camera was used to monitor if (and how) the candy was consumed.
Participants whoate just a few candies each later reported liking their partner more than when the study began. Conversely, participants who said they ate too much candy reported liking their partner less than when the study began.
The authors said that their findings provide insights into how consumers can most effectively use others for accountability in trying to achieve important goals, while potentially enhancing their well-being through managing guilt and being able to enjoy smaller indulgences in the company of friends.
The new study has been published in the Journal of Consumer Research.
