Try Together: Joint Consumption Fosters Choice of Unfamiliar Products
Joint consumptions are pervasive in consumers’ lives. Three experiments demonstrate that compared to individual consumption, joint consumption leads to higher choice of unfamiliar products. Based on the risk-shifting theory, we proposed joint context shifts or dilutes consumption risk. Additionally, relationship closeness would moderate this effect.
Citation:
Puyue Zhang and Yaxuan Ran (2021) ,"Try Together: Joint Consumption Fosters Choice of Unfamiliar Products", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Authors
Puyue Zhang, Zhongnan University of Economics and Law
Yaxuan Ran, Zhongnan University of Economics and Law
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA
Featured
K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen
Featured
Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness
Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University