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
M8. Nostalgia Increases Healthy Attitudes and Behaviors
Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management
Featured
Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination
Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento
Featured
Major or Minor: When Foreign Language Increases Versus Decreases Cheating
Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands