How Can I Choose Not Knowing What You Chose? the Biasing Effect of Context When Consuming With Others

Brennan Davis, Baylor University, USA
Beth Vallen, Fordham University, USA
Brian Wansink, Cornell University, USA
Individuals often model their consumption on others’, yet sometimes others’ behavior is unknown. This research demonstrates that, in such instances, behavior becomes overly biased by the contextual positioning of the venue in which consumption takes place, as individuals rely on contextual cues as a substitute for the behavior of others.
[ to cite ]:
Brennan Davis, Beth Vallen, and Brian Wansink (2013) ,"How Can I Choose Not Knowing What You Chose? the Biasing Effect of Context When Consuming With Others", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.