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

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