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.
|Publication status||Published - Oct 2017|
|Event||48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||48th Annual Conference of the Association for Consumer Research|
|Period||26/10/17 → 29/10/17|