Data from: The friendly taking effect: how interpersonal closeness leads to seemingly selfish yet jointly maximizing choice

This research documents the “friendly taking effect” in choosing consumption packages for the self and others: interpersonal closeness leads to a preference for a self-benefiting package when this package also offers greater total benefit to the self-other collective (studies 1-2). We propose that a friendly intention (i.e., concern for the total benefit) underlies the friendly taking effect; therefore, people both take more from and give more to a close (vs. distant) other when doing so offers greater benefits in total (study 3), and people are cognitively tuned in to (e.g., acquire, remember) information about the total benefit more when choosing a package for themselves and a close (vs. distant) other (study 4). Moreover, the importance people place on the total benefit mediates the impact of closeness on people’s preference for self-benefiting packages (study 5). We explore the boundary conditions (study 6) and implications for marketers of consumption packages (study 7).

本研究报告了在为自身与他人选择消费套餐时的友好生效效应（friendly taking effect）：当自益套餐同时能为自我-他人整体带来更高总收益时，人际亲密度会促使个体更偏好该类自益套餐（研究1至研究2）。我们提出，友好意图（即关注总收益）是该友好生效效应的底层驱动机制；因此，当此举能实现更高总收益时，相较于疏远他人，人们既会为亲密他人更多地争取自身收益，也会更多地为对方付出收益（研究3）；且在为自身与亲密（而非疏远）他人选择套餐时，个体对总收益相关信息的认知关注度更高，具体表现为更主动地获取该类信息、更牢固地留存相关记忆（研究4）。此外，个体对总收益的重视程度，在亲密度对自益套餐偏好的影响中起中介作用（研究5）。本研究还探索了该效应的边界条件（研究6），以及其对消费套餐营销从业者的实践启示（研究7）。