2.3.3 The Influence of Friends’ Presence in Gender Specific View: Masculinity-Femininity and Agency-Communion Kurt et al. (2011) have recently conducted a research on the influence of friends on consumers’ shopping behavior and spending decisions. In order to explain consumers’ shopping behavior in group setting, the authors have adopted the concept of agency-communion orientation, initially proposed by Baken (1966). They demonstrated that as a result of impression management concerns among consumers, the influence of an accompanying friend on consumers’ shopping behavior and spending is moderated by their agency-communion orientation (Bakan 1966; Eagly 1987). Since agency and communion oriented people are socialized differently regarding to tendency to focus on self- and other-oriented goals, they tend to have different impression management concerns in the presence of their friends. Accordingly, gender is used as a proxy for agency–communion orientation in the prior research, as prior scholars have demonstrated that agency orientation is more characteristic of males, whereas communion orientation tends to pertain to females (Bakan 1966; Guimond et al. 2006). Masculinity-Femininity and Agency-Communion Orientation According to Leary et al. (1990), impression management (also called self-presentation) refers to process by which individuals attempt to control the impressions others form of them” (p. “the 34). Thus, people engage in impression management in a deliberate attempt to be regarded and treated better by others. That is, the impressions people make on others have ”because implications for how others perceive, evaluate, and treat them, as well as for their own views of themselves, people sometimes behave in ways that will create certain impressions in others' eyes” (Leary et al. 1990, p. 34). More recently, Ariely and Levav (2000) find the link between decision-making in group setting and individual’s impression management. They demonstrate that decisions made in group contexts differ from those made in individual contexts due to an opportunity for consumers to engage in impression management efforts with choices made in group setting. Originally proposed by Baken (1966), the term and capture two ‘agency’ ‘communion’ fundamental behavioral tendencies people engage in interacting with others as a result of
2.3.3 The Influence of Friends’ Presence in Gender Specific View: Masculinity-Femininity and Agency-Communion Kurt et al. (2011) have recently conducted a research on the influence of friends on consumers’ shopping behavior and spending decisions. In order to explain consumers’ shopping behavior in group setting, the authors have adopted the concept of agency-communion orientation, initially proposed by Baken (1966). They demonstrated that as a result of impression management concerns among consumers, the influence of an accompanying friend on consumers’ shopping behavior and spending is moderated by their agency-communion orientation (Bakan 1966; Eagly 1987). Since agency and communion oriented people are socialized differently regarding to tendency to focus on self- and other-oriented goals, they tend to have different impression management concerns in the presence of their friends. Accordingly, gender is used as a proxy for agency–communion orientation in the prior research, as prior scholars have demonstrated that agency orientation is more characteristic of males, whereas communion orientation tends to pertain to females (Bakan 1966; Guimond et al. 2006). Masculinity-Femininity and Agency-Communion Orientation According to Leary et al. (1990), impression management (also called self-presentation) refers to “the process by which individuals attempt to control the impressions others form of them” (p. 34). Thus, people engage in impression management in a deliberate attempt to be regarded and treated better by others. That is, ”because the impressions people make on others have implications for how others perceive, evaluate, and treat them, as well as for their own views of themselves, people sometimes behave in ways that will create certain impressions in others' eyes” (Leary et al. 1990, p. 34). More recently, Ariely and Levav (2000) find the link between decision-making in group setting and individual’s impression management. They demonstrate that decisions made in group contexts differ from those made in individual contexts due to an opportunity for consumers to engage in impression management efforts with choices made in group setting. Originally proposed by Baken (1966), the term ‘agency’ and ‘communion’ capture two fundamental behavioral tendencies people engage in interacting with others as a result of