Research

We have yet to understand how shared consumption choices differ from individual choices. I show that consumers feel heightened responsibility over the potential negative outcomes of their choice (i.e., if the choice is bad) and that this causes them to feel anxious about making shared consumption choices, compared with individual choices. Effectively, consumers attempt to infer their group members’ preferences, and feel anxious about the possibility of failing to meet their group members’ preferences.

 

Moving forward, I plan to examine factors such as the closeness of the relationship and group size and whether these factors influence the extent to which consumers feel responsible for their group members’ experiences. Further, I have initial evidence that consumers use strategies to help them make decisions for shared consumption, such as choosing low-price options or consulting external opinions such as online reviews. I plan on building out a taxonomy of these strategies and what influences consumers to use them.