How Choosing For Others Affects Consumption For the Self: the Negative Consequences of Preference Imposition

Utku Akkoc, University of Alberta, Canada
Robert Fisher, University of Alberta, Canada
We explore how imposing versus accommodating when choosing for another person impacts one’s own consumption preferences and present a theoretical account for the underlying psychological process. We extend the growing literature on self-other decision making by investigating an overlooked aspect of consumption; the personal effects of choosing for others.
[ to cite ]:
Utku Akkoc and Robert Fisher (2014) ,"How Choosing For Others Affects Consumption For the Self: the Negative Consequences of Preference Imposition", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 393-394.