Fairness in Joint Consumption Decision Making
We examine how a desire to be perceived as fair can interplay into joint consumption decision making. Four studies (n=~800) show evidence for this concern as consumers purposefully chose to avoid their preferred alternatives when making decisions for shared experiences, even without knowledge of others’ preferences.
Citation:
Nikkita Sarna and Andrew Gershoff (2021) ,"Fairness in Joint Consumption Decision Making", 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: 931-931.
Authors
Nikkita Sarna, University of Texas at Austin
Andrew Gershoff, University of Texas at Austin
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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