Choosing Variety For Shared Consumption
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.
Citation:
Jordan Etkin (2014) ,"Choosing Variety For Shared Consumption", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 47-52.
Authors
Jordan Etkin, Duke University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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