The Paradox of Social Interaction in the Sharing Economy

This research demonstrates that while social motivation increases consumers’ interest in the sharing (vs. traditional) economy, social interaction in the sharing (vs. traditional) economy may backfire, reducing consumer satisfaction and even ratings. Four studies including archival data from a leading sharing economy company demonstrate this effect across different product categories.


Dafna Goor, Amir Grinstein, Nailya Ordabayeva, and Meike H. Meike (2020) ,"The Paradox of Social Interaction in the Sharing Economy", 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: 896-901.


Dafna Goor, London Business School, UK
Amir Grinstein, Northeastern University, USA
Nailya Ordabayeva, Boston College, USA
Meike H. Meike, Vrije University


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

Read More


Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

Read More


Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food

Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)

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.