Bridging the gap between joint and individual decisions: Deconstructing preferences in relationships

Most choice research has studied how people make decisions within a narrowly defined choice context and has not paid sufficient attention to the role of social context. We commend Simpson, Griskevicius, and Rothman for directing the attention of choice researchers to the study of joint decision making and current theories on relationships. Building on SGR, we propose that a relationship partner's influence varies with the type of decision at...