Opposites attract and, together, they can make surprisingly gratifying decisions: When couples make a joint decision, study finds conflicting interpersonal orientations can produce decisions that satisfy both parties -- ScienceDaily
The studies found that when paired with a selfish partner, it is better to behave altruistically rather than selfishly. Similarly, when paired with an altruistic partner, it is better to behave selfishly to achieve a desired outcome, according to the findings, reported recently in the Journal of Consumer Psychology.
In both scenarios, the paired respondents were able to come to decisions that best reflected their individual preferences, or what both partners personally liked -- if they took the opposite attitude as that of their partner, said Boston College Carroll School of Management Coughlin Sesquicentennial Assistant Professor of Marketing Hristina Nikolova.
"When you see that your partner is acting selfishly, it is better to let it go and act altruistically instead; let them make the decision because this will ultimately ensure a better outcome for you than if you act selfishly too," said Nikolova, a co-author of the article "Ceding and Succeeding: How the Altruistic Can Benefit from the Selfish in Joint Decisions."