Preemptive social influence : (not) choosing personal favorites in shared consumption?

Yijie WANG, Dongjin HE, Yuwei JIANG

Research output: Other Conference ContributionsPresentation

Abstract

Consumers are less likely to choose their personal favorite option when making decisions for shared consumption. This effect is weakened when consumers believe that they are similar to others or there is a high-power distance in the society, and is strengthened when they share consumption with their close friends.
Original languageEnglish
Publication statusPublished - Oct 2017
Externally publishedYes
Event48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States
Duration: 26 Oct 201729 Oct 2017

Conference

Conference48th Annual Conference of the Association for Consumer Research
CountryUnited States
CitySan Diego
Period26/10/1729/10/17

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    WANG, Y., HE, D., & JIANG, Y. (2017). Preemptive social influence : (not) choosing personal favorites in shared consumption?. 48th Annual Conference of the Association for Consumer Research, San Diego, United States.