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
Share Proceeding
Featured papers
See MoreFeatured
Major or Minor: When Foreign Language Increases Versus Decreases Cheating
Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Featured
Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA
Featured
M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University