Do you Know different brand choices can make a dent in a relationship? like If you prefer Coke and your partner chose Pepsi will affect happiness in relationships more than shared interests or personality traits, say experts. The professor at the Duke University in North Carolina Mr Gavan Fitzsimons said that “People think compatibility in relationships that comes from having similar backgrounds, religion or education,”.
He further added, “But we find those things don’t explain how happy you are in life nearly as much as this notion of brand compatibility,”. As per the reports of findings, it showed that the partners who had low power in their relationships and those who do not feel they can shape their partner’s behaviour tend to find themselves stuck with their partner’s preferred brands that lead to unhappiness. And if you are lower in relationship power and have different brand preferences than your partner and you are probably going to find yourself stuck. The Danielle Brick from the University of New Hampshire explained that this could lead to a death-by-a-thousand-cuts feeling.
He said most of the couples won’t break up over brand incompatibility, but it leads to the low power partner becoming less and less happy. The published Journal of Consumer Research team conducted experiments in several settings for the study. However, all produced the same result. The experts used brand preferences in soda, coffee, chocolate, beer and automobiles to study individuals, couples and some of whom were tracked over two years. These results were combined with findings on relationship power and happiness. Fitzsimons added, “It’s an extremely robust effect, we found it over and over and over again,”.