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
The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
C4. The role of attachment to a human brand in improving eating habits
Amélie Guèvremont, École des Sciences de la Gestion, UQAM
Memory-Based Models of Predicting Inferences about Brand Quality
Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research