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The Price of Friendship: When, Why, and How Relational Norms Guide Social Exchange Behavior
Author(s) -
Johar Gita Venkataramani
Publication year - 2005
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1501_4
Subject(s) - framing (construction) , friendship , psychology , phenomenon , social psychology , attribution , interpersonal communication , conceptual framework , epistemology , philosophy , structural engineering , engineering
This article critically examines McGraw and Tetlock's (2005) notion of relational framing and offers directions for future development of the conceptual model. I begin by discussing the inherent limitations of scenario studies and show how the emergence of attribution analysis in real interpersonal interactions may qualify the results obtained in these studies. I then discuss the norm consistency and social identity maintenance mechanisms proposed in the article and advance several alternative mediators of the phenomenon, including affect and anticipated interaction. I recommend experimental designs that could be used to isolate the role of the different mediators and suggest the incorporation of process measures. I end with a discussion of conditions under which relational framing may not matter and propose a research agenda for consumer researchers interested in building on the solid foundation laid by McGraw and Tetlock.