- Both relational and positional goods are based upon an idea of joint consumption – thought with opposite signs. In both cases, agents are not self regarded, but their consumption choices are other-regarded. Moreover, relational good lies on identity of its consumers. It implies a certain degree of positionality within the consumption of relational goods. Analogously, except for two-agent context, each positional good has a relational component. What emerges is a complex structure of economic outcomes based on both relational and positional motives.