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EMAC 2019 Annual Conference


Dynamics of female best friendship dyads: implications for consumption practices
(A2019-4493)

Published: May 28, 2019

AUTHORS

Eszter Gedeon, IGR-IAE University of Rennes1; Philippe Robert-Demontrond, IGR-IAE University of Rennes1

KEYWORDS

female friendship; consumer practices; co-construction

ABSTRACT

Friendship and more particularly, female friendship is little approached by marketing studies. Yet, this interpersonal relationship has a growing importance in contemporary western society. Adopting a socio-anthropological perspective, the purpose of this paper is to explore the characteristics of female best friendship dyads in comparison to men’s and group friendship, and to show its possible implications for consumption practices. We are focusing on a particular population, unmarried young women (aged between 18 and 30 years) as, since they are not yet in the logic of family construction, friendship is a priori more central in their lives. Based on 35 phenomenological interviews, we show that this relationship is exceptionally intimate, emotional and can grow into a family-like relationship. Consumption may not be the center of the relation, but the best friend shapes one’s attitudes and tastes in the long term, ie. it has a long term undirect influence on consumption.