Marketers have long observed, or at least assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the relations between the fit (i.e., "self-brand image congruity" or "self-congruity") and various behavioral outcomes. Nonetheless, this research stream has not succeeded in finding clear and strong evidence of the assumed effects on such a vital outcome as emotional brand attachment. Moreover, little research has directly explored the relations between self-congruity and emotional brand attachment. In this context, the main purpose of this dissertation is to shed light on this little understood relationship. Specifically, this research proposes that consumers' brand experience and self-congruity jointly create the strong driving force that directs consumers to an emotional attachment to the brands. Here, brand experience is conceptualized as the positive impact of brand-related stimuli or the "magnitude" of consumer responses to the stimuli that reflects a consumer's past interactions with brands or brand-related information. On the other hand, self-congruity can be understood as the "direction" that indicates which brand image a consumer wants to go with. The existing research has focused exclusively on the "direction." Taking the "magnitude" into account, this research aims to develop the theory that explains the assumed effects of self-congruity on emotional brand attachment as well as clearly demonstrate the effects, by proposing the interaction effects between self-congruity and brand experience. By synthesizing multiple research streams that have been recently growing, a comprehensive explanation was developed to explicate how consumers' perception of self-brand image fit and their past interactions with brands affect the formation of emotional brand attachment. In order to test the hypotheses that were derived from the theory, data were collected from 397 U.S. consumers using an online survey. The proposed interaction effects were clearly detected, along with the direct effects of self-congruity on emotional brand attachment, which the previous study had not been able to identify. The research revealed that brand experience boosts the positive effects of self-congruity on emotional brand attachment.

abstract: Romantic relationships are often viewed as an important, meaningful part of a person's life. Most romantic relationships do not last forever. Research regarding romantic relationship satisfaction and quality have thus grown. The purpose of this study was to determine whether individuals who train for endurance events such as running, cycling, or triathlons with their romantic partner have greater relationship satisfaction and quality than do individuals who do not train with their romantic partner. Participants, 54 males and 60 females whose mean age was 33.4, completed a demographic questionnaire, the Quality of Relationships Inventory (QRI), the Perceived Relationship Quality Component (PRQC), the Relationship Assessment Scale (RAS), and the Revised Dyadic Adjustment Scale (RDAS). Of these 114 participants, 52 trained with their romantic partner. A multivariate analysis of variance (MANOVA) revealed that individuals who trained with their romantic partner reported higher relationship satisfaction and quality compared to those that did not train for an endurance event with their romantic partner. There were no statistically significant differences in relationship satisfaction or relationship quality between men and women or between married individuals and dating individuals. These findings suggest that couples may benefit from engaging in shared activities. / Dissertation/Thesis / Masters Thesis Counseling 2014

abstract: Maintaining sexual desire as the marriage endures is a challenge, especially as it involves the interplay of seemingly opposing tensions of novelty, autonomy, and closeness. Difficulties can arise when autonomy, which requires spousal distancing, is perceived as a martial threat and therefore suppressed. This dissertation investigates whether prosocial marital distancing can nurture autonomy and promote sexual desire. Torah-observant Jewish married couples practice family purity, a Jewish law forbidding sexual relations during menstruation and shortly thereafter. During this time couples often avoid sleeping in the same bed, physical touch, and behaviors that can instigate a sexual encounter. These distancing restrictions are lifted when the wife immerses in a ritual bath. The process repeats at the next menstruation. This research examined the effects of family purity’s marital distancing through two studies. The first involved qualitative interviews of family purity wives (N = 10) guided by relational dialectics theory (Baxter & Montgomery, 1996). Study one findings suggest that family purity wives navigate the three tensions of integration, expression, and certainty. Study one also revealed a new tension, the dialect of restraint. The dialectic of restraint appears to enhance marital communication, heighten the appreciation for the mundane, and help sustain sexual desire. Study two, the quantitative phase of the research, applied self-expansion theory (Aron & Aron, 1986) to investigate differences between family purity and non-family purity couples. A sample of 90 married Jewish dyads (N = 180) participated in a cross-sectional online questionnaire. Findings suggest that while non-practicing couples report greater self-expansion, family purity couples report greater sexual closeness. Family purity couples also report the same closeness and sexual closeness ideals, whereas non-practicing couples reported divergent ideals. Non-practicing family purity husbands had the greatest reported discrepancy between ideal and actual sexual closeness. The combined findings suggest that sanctioned prosocial distancing as practiced by family purity couples enables the integration of cognitive growth and mitigates the threat of autonomy. Prosocial distancing within the family purity marriage appears to provide the wife space for autonomy that in turn provokes novelty and sexual desire. Findings are discussed in relation to theoretical contributions, study limitations, and future directions. / Dissertation/Thesis / Doctoral Dissertation Communication Studies 2020

According to self-expansion theory, there is an innate drive to gain new resources, identities, and perspectives, which causes people to seek and maintain interpersonal relationships. However, an individual’s relationship partners may come into conflict with each other. In the current research, 656 adults in established monogamous romantic relationships completed an online questionnaire about romantic partners asking them to give up a friendship. The researcher explored the prevalence of this friendship interference phenomenon and its relationship to sources of self-expansion. The amount of self-expansion provided by a friendship was manipulated through vignettes. Additional measures assessed the relationship between amount of self-expansion provided by the partner and gained independently as well as desire for self-expansion on willingness to give up the proposed friendship. Further measures assessed whether a current or previous partner had requested a friendship termination, partner’s reasoning given for the request, whether the participant acquiesced to the request, and the degree to which the request contributed to break-up. Results showed that about 1/3 of people had been asked by a romantic partner to terminate a friendship, with 73% asked acquiescing to a current partner’s request, and 34% acquiescing to a previous partner’s request. Contrary to what was predicted, no gender difference was found for rate of acquiescence to partner’s request for friendship termination. Sexual orientation, age, and desire for self-expansion significant predicted willingness to give up a friendship. Additionally, participants were mostly willing to give up the friendship when their partnership was highly self-expanding but the friendship was not, and willingness declined when the friendship was highly self-expanding, regardless of how self-expanding the partnership.

xv, 103 p. : ill. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. / While research has extensively documented the inter- and intra-personal consequences of perspective taking, less is known about the mechanisms that underlie this process. Recent research has explored self-other overlap as a mediator of perspective taking on various pro-social outcomes, such as helping and decreased stereotyping. Results have been mixed, perhaps due to the use of different methodologies and scales that actually measure different facets of self-other overlap. This dissertation investigates the structure of self-other overlap and examines how perspective taking may affect only certain facets of self-other overlap, as well as the direction in which this overlap occurs. To test the conceptual equivalence of different overlap measures, in Study 1, participants completed several previously used measures of overlap for two targets: their best friend and an acquaintance. Factor analyses revealed two distinct factors of self-other overlap-- perceived closeness and attribute overlap --although small variations emerged depending on target. These two factors had unique associations with several relationship quality and individual difference measures. Study 2 extended these results by manipulating perspective taking with a stranger. Results replicated the same factor structure from Study 1, and found that perspective taking had different effects on the two factors. Study 3 examined whether or not perspective taking affected the direction of self-other overlap by changing one's attitudes and beliefs to become more like the other person. Results supported a model in which perceived closeness predicted belief change toward the target person, even after accounting for other related consequences of perspective taking such as empathy and positive attitudes. Together, these results suggest that self-other overlap is a multi-dimensional construct associated with different psychological responses. These results are discussed in connection with the relationship between self-other overlap and perspective taking and how this may lead to "self-expansion." / Committee in charge: Sara Hodges, Chairperson, Psychology; Sanjay Srivastava, Member, Psychology; Marjorie Taylor, Member, Psychology; John Lysaker, Outside Member, Philosophy

Pets are a common aspect of life for many Americans. In 2012, 36.5% of American household owned dogs and 30.4% owned cats (American Veterinary Medical Foundation, 2012). The purpose on this study was to explore the influence of dog ownership on romantic relationships. Specifically, this thesis investigates how dog ownership acts as a catalyst of relational maintenance and conflict behavior in interactions about the couple's dog. No prior research has been conducted on the role dogs' play in enacting relational maintenance or conflict in romantic relationships, so it is unclear if there is an influence to the these behaviors. This study asks how dog ownership might act as a centripetal force pulling the relationship together (e.g. relational maintenance) and/or as a centrifugal force pushing the partners apart (e.g. conflict). A total of 379 participants were recruited through social media to complete a short online survey. The survey asked questions on the romantic relationship, dog ownership, conflict regarding the dog, relational maintenance activities regarding the dog, and demographics. The majority of participants reported engaging in 8 of the 24 relational maintenance activities "often" or "always" and 3 of the 30 conflict topics occurred at least one or more times. Satisfaction with the romantic relationship associated positively with partial weak and negligible correlations to the relational maintenance activities and one negligible association with a conflict topic. A thematic analysis provides details on the short answers participants provided. The results shows that dogs do provide couples opportunities for relational maintenance but also are the source of conflict. This research is the start to understanding the role of dog ownership within romantic relationship. While each couple and dog may produce different influences on the relationship, this study is the start for the investigation and provides guidance for future research.