Anticipating Sharing and Preference For Hedonic Products

Peggy Liu, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Jim Bettman, Duke University, USA
Consumers often share products with others. We examine how anticipating sharing products with others shifts product preferences. We find that anticipating sharing products with others leads people to select more hedonic versus utilitarian products.
[ to cite ]:
Peggy Liu, Gavan Fitzsimons, and Jim Bettman (2013) ,"Anticipating Sharing and Preference For Hedonic Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.