When Intention to Share Increases Variety-Seeking: the Role of Self-Enhancement

Sharing cues are ubiquitous on all types of online platforms. This research investigates a simple yet critical question: can sharing cues alter one’s decision-making? We propose that sharing cues could activate consumers’ intention to share which in turn increases their variety seeking choices, especially for non-experts and for non-conspicuous products.


Fei Jin, Jingjing Ma, and David Dubois (2019) ,"When Intention to Share Increases Variety-Seeking: the Role of Self-Enhancement", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 666-668.


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


NA - Advances in Consumer Research Volume 47 | 2019

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