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 More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

Read More

Featured

Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More

Featured

I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.