In this way, the attraction, the warmth, the security, and the obligation of friendship are brought to bear on the sales set- ting (Taylor, 1978). In fact, consumer researchers who have examined the social ties between the hostess and the party goers in home party sales settings have affirmed the power of the company's approach: The strength of that social bond is twice as likely to determine product purchase as is preference for the product itself (Frenzen 8{ Davis, 1990). The results have been remarkable. It was recently estimated that Tupperware sales now exceed 2.5 million dollars a day! Indeed, Tupperware's success has spread around the world to societies in Europe, Latin America, and Asia, where one's place in a network of friends and family is more socially significant than in the United States (Markus 8{ Kitayama, 1991; Smith, Bond, 8{ Kagitcibasi, 2006). As a result, now less than a quarter of Tupperware
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