Wed Couples to Distinctive Brands

Couples living together often use the same brands. We’d expect this since, in most cases, one member of the pair does the shopping for both of them and differences between brands can be inconsequential. But studies at University of Massachusetts-Dartmouth and Berry College indicate there’s more to it. A purposeful decision to use the same brands is an expression of a romantic relationship.
     Moreover, to develop a romantic relationship further, a couple will seek a brand distinctive for them. What’s thought of as “our song” generalizes to “our consumer brands.” This is true for shopping at certain outlets as well as purchasing within brand families of complementary items, such as the same brand of soap and shampoo. All this was verified in the research for couples who were married, cohabitating while not married, and in a romantic relationship while not married or cohabitating.
     The implication for marketers is to build brand loyalty among romantically involved pairs by offering items which will impress them as distinctive and which they can consume together. The bonus appeal comes in them taking on a new experience as a pair. Short of this, encouraging one member of the pair to introduce the other to a favorite brand might strengthen the loyalty between the two of them and between them and you. In such situations, studies at The University of Western Ontario and Washington State University indicate that having the male member of a male-female couple introduce the female member works better than doing it the other way around.
     The researchers predict that brand loyalties developed in these ways will last as long as the romantic relationship does, gaining deeper roots because of the appeal of nostalgia. Marketers strengthen this when tying brands to the couple’s shared experiences such as hobbies or special occasions.
     Still, romantic relationships don’t always last forever, so this basis for brand loyalty can twist around. Researchers at University of New Hampshire and Duke University found that when a husband or wife feels low in relationship power and is irritated at the spouse, oppositional brand choice arises. A brand clearly different from the one selected by the spouse is preferred. The researchers point out it could be a temporary situation. When the relationship is mended, the underlying brand preference again shows itself. But accommodating the temporary situation helps you make the sale as well as resolving your puzzlement about what’s going on.

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Build on Couples’ Decision-Making Rituals 

Enable Shoppers to Revisit the Already Done 

Indulge in Group Nostalgia 

Brand People by Interpersonal Relationships 

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