Using two studies, this article explores how a tendency to buy excessively for self relates to spending on one's pet. Existing research on excessive buying reports that these buyers spend money primarily on themselves. Excessive buying is the tendency to be preoccupied with buying and,...

Preferential treatment is a prevalent relationship marketing practice of companies treating some customers better than others. Using two studies, the authors explore the practice of preferential treatment and show that preferential treatment influences both consumers who receive it and those who...