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.
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.
Nikkita Sarna, University of Texas at Austin
Andrew Gershoff, University of Texas at Austin
NA - Advances in Consumer Research Volume 49 | 2021
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