Different Brand Choices Can Affect The Relationship-Suggests New Research

Different Brand Choices Can Affect The Relationship-Suggests New Research!

different brand choices

According to recent studies, one’s preference in Coke or Pepsi and other brands can influence the happiness in relationships more than personality traits or interests. A report was published in the Journal of Consumer Research that was findings of Duke University’s team, named “Coke vs. Pepsi: Brand Compatibility, Relationship Power and Life Satisfaction,” that showed brand compatibility could affect the peaceful and long relations more than any other religious beliefs.

The professor of Duke University, Gavan Fitzsimons said in a statement that, “People think compatibility in relationships comes from having similar backgrounds, religion or education. But we find those things don’t explain how happy you are in life nearly as much as this notion of brand compatibility.” He also added, “It’s an extremely robust effect, we found it over and over and over again.” Researchers kept a sight on some individuals and couples for two years and tracked their preferences in brands in things like soda, chocolate, coffee, beer, and cars. They concluded that those couples who had same preferences tend be happier with life.

different brand choices

Danielle Brick from the University of New Hampshire who also worked on study explained that “If you are lower in relationship power and have different brand preferences than your partner, you’re probably going to find yourself stuck with your partner’s favorite brands, over and over again. These couples lead to death-by-a-thousand-cuts feeling. Most couples won’t break up over brand incompatibility, but it leads to a little power partner becoming less and less happy.” He added, “11 years into a relationship when he or she keeps coming home with Pepsi, day-in, and day-out, it might start to cause a little conflict. And if you’re the low-power person in the relationship, who continually loses out on brands and is stuck with your partner’s preferences, you’re going to be less happy.” This is considered quite sensible.

different brand choices

Fitzsimons even said that people who are finding love in their life should consider including brand preferences on their dating profiles, as it may lead to having a long-term and happy relationships.


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