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Taking care of you and me: How choosing for others impacts self-indulgence within family caregiving relationships

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  • Schumacher, Anika
  • Goukens, Caroline
  • Geyskens, Kelly

Abstract

Consumers frequently make choices for family members they take care of or from whom they receive care (e.g., their children or partner), yet marketing research has given little attention to how these other-oriented choices might impact the chooser’s self-indulgence. In this research we consider familial caregiving relationships as a relevant and ubiquitous context of other-oriented choices and identify the role of the chooser (i.e., caregiver versus care-receiver) as an important moderator that determines when virtuous other-oriented choices within caregiving relationships lead to licensing and when they encourage consistent virtuous consumption behaviors.

Suggested Citation

  • Schumacher, Anika & Goukens, Caroline & Geyskens, Kelly, 2021. "Taking care of you and me: How choosing for others impacts self-indulgence within family caregiving relationships," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 715-731.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:3:p:715-731
    DOI: 10.1016/j.ijresmar.2020.10.008
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