Together Or Alone: How the Social Setting of Experiences Impacts Preferences For Improving Versus Declining Sequences

Rajesh Bhargave, University of Texas at San Antonio, USA
Nicole Montgomery, College of William and Mary, USA
We find that people evaluate experiences with improving (vs. declining) trends more positively when consuming alone, but this effect is attenuated or even reversed when consuming with others. This preference reversal occurs due to differences in the processing style (analytical vs. holistic) that the social setting promotes.
[ to cite ]:
Rajesh Bhargave and Nicole Montgomery (2012) ,"Together Or Alone: How the Social Setting of Experiences Impacts Preferences For Improving Versus Declining Sequences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 663-664.