Strategic Self-Presentation in Joint Consumption: Stereotypes As Social Tools

Linyun Yang, University of North Carolina, Charlotte, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
When making joint consumption decisions, consumers may rely on stereotypes to infer the preferences of people they are unfamiliar with. We demonstrate that high self-monitors relative to low self-monitors are more adept at determining when it may or may not be appropriate to select items consistent with their stereotypical assumptions.
[ to cite ]:
Linyun Yang, Tanya Chartrand, and Gavan Fitzsimons (2011) ,"Strategic Self-Presentation in Joint Consumption: Stereotypes As Social Tools", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 218-219.