Choosing Variety For Shared Consumption

Jordan Etkin, Duke University, USA
Consumption experiences are often shared, yet little is known about how consumers make choices for shared consumption. This research identifies a novel factor – relationship length – that shapes such choices. Four studies demonstrate that consumers choose more variety, and prefer more varied shared experiences, when their relationships are short versus long.
[ to cite ]:
Jordan Etkin (2014) ,"Choosing Variety For Shared Consumption", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 47-52.