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The Influence Of Mating Motives On Reliance On Form Versus Function In Product Choice, Seyed Hamid Abbassi Hosseini

Theses and Dissertations in Business Administration

Through five experiments, this research examined and supported the central hypothesis that a casual mating motive promotes higher reliance on form in product evaluation and choice, whereas a committed mating motive promotes higher reliance on function. Particularly, compared to a committed mating motive, a casual mating motive was associated with the relative preference for product options superior in form attributes as opposed to options superior in function attributes (Study 1, Study 2, and Study 4). This research applied three different operationalizations of mating motives. In studies 1 and 5, contextual priming was used. Studies 2 and 3 employed chronic mating …