Based on attachment theory, individuals develop relational schemas that shape cognitive-emotional social relationship expectations (e.g., others are a source of safety). Social relationships (e.g., intimate relationships or close friendships) are a source of long-term happiness. However, expectations that they will save someone from life’s challenges are a common fallacy (e.g., a shining prince/princess bringing lifelong happiness). This places illusionary expectations on others to not disappoint despite normal behavioral realities (e.g., relational misunderstandings and conflict). This project psychometrically developed the rescue fantasy beliefs (RFB) and expected relational disappointment (ERD) scales. Analysis of the scales demonstrated satisfactory reliability, discriminant validity, and convergent validity. Serial mediation analysis demonstrated that higher RFB is associated with higher shopping addiction. ERD and current relational satisfaction sequentially mediated this relationship. The results demonstrated a serial connection between RFB and lower ERD. This serial illusionary expectation gap in others is associated with lower current relational satisfaction and higher shopping addiction. Addictive shopping can function as a compensatory coping strategy to unmet social needs. Business marketing implications discuss how new offerings can encourage meaningful in-person social connections to better address underlying needs (for those with greater RFB).
Bok et al. (Fri,) studied this question.