D1. When Intention to Share on Social Media Increases Variety-Seeking: the Role of Self-Enhancement

This research investigates how calls to sharing online affect decisions. It shows that consumers would seek variety to self-enhance when they intent to share with others. This effect is stronger when the consumption is non-conspicuous and when consumers are non-experts. Six studies using lab and field data support these effects.



Citation:

Jingjing Ma, David Dubois, and Fei Jin (2018) ,"D1. When Intention to Share on Social Media Increases Variety-Seeking: the Role of Self-Enhancement", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 919-919.

Authors

Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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