Choosing Randomly Displayed Products For Joint Consumption

This research investigates the impact of the consumption context on consumers’ product display preference. Two studies demonstrate that consumers have higher purchase intention for products with a randomized display in joint, compared to solo consumption contexts, an effect driven by the heightened need to belong in joint consumptions.


Jiaqi (Flora) Song, Dongjin He, and Yuwei Jiang (2020) ,"Choosing Randomly Displayed Products For Joint Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1227-1227.


Jiaqi (Flora) Song, University of Liverpool
Dongjin He, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China


NA - Advances in Consumer Research Volume 48 | 2020

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