Congruent Attributes in Complementary Consumption: the Role of the Experience’S Social Context

Rajesh Bhargave, University of Texas at San Antonio, USA
Nicole Montgomery, University of Virginia, USA
Complementary consumption experiences involve consuming two products together (e.g., wine and cheese). We show that the experience's social context influences preferences for these pairs. Alternative-based (vs. attribute-based) processing is more pronounced in social (vs. solo) contexts, leading to less importance placed on attributes that are congruent between the pair.
[ to cite ]:
Rajesh Bhargave and Nicole Montgomery (2014) ,"Congruent Attributes in Complementary Consumption: the Role of the Experience’S Social Context", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 415-416.