“…Once feelings of connection with a social presence are established, close others can affect consumers’ information sharing behaviors (e.g., Chen, ; Huang et al, ) and product preferences (Goode, Hart, & Thomson, ; Hasford, Kidwell, & Lopez‐Kidwell, ; Huang, Dong, & Zhang, ). Moreover, because jeopardizing an existing social connection is undesirable, consumers are often motivated to protect both valued relationships (e.g., Umashankar et al, ) and their partner (e.g., Dubois, Bonezzi, & De Angelis, ).…”