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.
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.
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
NA - Advances in Consumer Research Volume 46 | 2018
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA
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Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA
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Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA