ABSTRACT
Marsella Effertz was born on an early February morning in 1908 in Sawyer, North Dakota (Population 318); Oscar Johnson was born near sunset on that same day, just a few hundred yards away. They were married 21 years later, and they moved onto the Johnson family homestead to raise cattle, hogs, poultry, and eventually, four children. With each passing year, they grew fonder of telling friends that they had shared a birthday, a doctor, a farm, a family, and a life. While Marsella and Oscar’s story is distinctive in what they shared, it’s less notable for the fact that they shared aspects of their lives with someone else. We humans are highly social animals, who share many significant (and less significant) aspects of our lives with others. Customers who have never met can share a desire for speedier service. Spouses can share more robust values that help them satisfy their interest in spending the remainder of their lives together. Across numerous domains, people share values, interests, and desires; and understanding this fact can yield insights regarding the thoughts and behaviors of group members.
