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 More

Featured

Doing it the Hard Way: More Effortful Saving Leads to Less Investing

Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA

Read More

Featured

G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

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.