Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Five studies demonstrate that consumers make hedonic (vs. utilitarian) choices for public (vs. private) decisions, such as when choices are made in the presence of an accompanying friend or when consumers anticipate sharing their choice on social media. This choice shift is driven by consumers’ signaling motives.
Citation:
Nicole Kim and Rebecca Ratner (2018) ,"Signaling Fun: Anticipated Sharing Leads to Hedonic Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 209-213.
Authors
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Improving Customer Satisfaction Online through Valence Matching
Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA
Featured
When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Featured
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore