Consuming With Others: Social Influences on Moment-To-Moment and Retrospective Evaluations of an Experience

Two studies examine differences in participants’ moment-to-moment and retrospective evaluations of an experience depending on whether they are alone or in the presence of another person. Findings support our hypotheses that joint consumption leads to similar patterns or “coherence” in moment-to-moment evaluations and that greater coherence leads to more positive retrospective evaluations. We trace the emergence of coherence to processes of mimicry and emotional contagion in study 1 by comparing evaluations for pairs of participants who could see each other’s expression with pairs who could not see each other, and in study 2 by coding participants’ facial expressions and head movements for direct evidence of contagion.



Citation:

Suresh Ramanathan and Ann McGill (2008) ,"Consuming With Others: Social Influences on Moment-To-Moment and Retrospective Evaluations of an Experience", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 109-111.

Authors

Suresh Ramanathan, University of Chicago
Ann McGill, University of Chicago



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions

Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA

Read More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.