Inferring Personality From Solo Vs. Accompanied Consumption: When Solo Consumers Are Perceived to Be More Open

We examine how people evaluate solo (vs. accompanied) consumers, and how this compares to consumers’ lay beliefs. As consumers expect, solo (vs. accompanied) consumers are perceived to be less socially connected; contrary to consumers’ expectations, solo consumers are perceived as more open and overall as favorable as accompanied consumers.



Citation:

Yuechen Wu and Rebecca Ratner (2018) ,"Inferring Personality From Solo Vs. Accompanied Consumption: When Solo Consumers Are Perceived to Be More Open", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 39-44.

Authors

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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