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Consuming with Others: Social Influences on Moment-to-Moment and Retrospective Evaluations of an Experience

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  • Suresh Ramanathan
  • Ann L. McGill

Abstract

Two studies examine differences in participants' moment-to-moment and retrospective evaluations of an experience depending on whether they are alone or in the presence of another person. Findings support our hypotheses that joint consumption leads to similar patterns or "coherence" in moment-to-moment evaluations and that greater coherence leads to more positive retrospective evaluations. We trace the emergence of coherence to processes of mimicry and emotional contagion in experiment 1 by comparing evaluations for pairs of participants who could see each other's expression with pairs who could not do so and in experiment 2 by coding participants' facial expressions and head movements for direct evidence of contagion. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Suresh Ramanathan & Ann L. McGill, 2007. "Consuming with Others: Social Influences on Moment-to-Moment and Retrospective Evaluations of an Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 506-524, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:506-524
    DOI: 10.1086/520074
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    Cited by:

    1. Gianna Giudicati & Massimo Riccaboni & Anna Romiti, 2013. "Experience, socialization and customer retention: Lessons from the dance floor," Marketing Letters, Springer, vol. 24(4), pages 409-422, December.
    2. Sam K. Hui & Tom Meyvis & Henry Assael, 2014. "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing," Marketing Science, INFORMS, vol. 33(2), pages 222-240, March.
    3. Pabitra Chatterjee & Barthelemy Chollet & Olivier Trendel, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Post-Print hal-01589885, HAL.
    4. Pabitra Chatterjee & Barthelemy Chollet & Olivier Trendel, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Grenoble Ecole de Management (Post-Print) hal-01589885, HAL.
    5. Inese Mavlutova & Jekaterina Kuzmina & Inga Uvarova & Dzintra Atstaja & Kristaps Lesinskis & Elina Mikelsone & Janis Brizga, 2021. "Does Car Sharing Contribute to Urban Sustainability from User-Motivation Perspectives?," Sustainability, MDPI, vol. 13(19), pages 1-20, September.
    6. Yohanes E Riyanto & Jianlin Zhang, 2020. "Diminishing personal information privacy weakens image concerns," PLOS ONE, Public Library of Science, vol. 15(4), pages 1-16, April.
    7. Chatterjee, Pabitra & Chollet, Barthélemy & Trendel, Olivier, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Journal of Business Research, Elsevier, vol. 75(C), pages 86-94.
    8. Qiang Zhang & Wenbo Wang & Yuxin Chen, 2020. "Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments," Marketing Science, INFORMS, vol. 39(2), pages 285-295, March.
    9. Shehu, Edlira & Bijmolt, Tammo H.A. & Clement, Michel, 2016. "Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 27-43.
    10. Pham, Michel Tuan & Sun, Jennifer J., 2020. "On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace," Journal of Retailing, Elsevier, vol. 96(1), pages 101-127.
    11. Ronny Behrens & Natasha Zhang Foutz & Michael Franklin & Jannis Funk & Fernanda Gutierrez-Navratil & Julian Hofmann & Ulrike Leibfried, 2021. "Leveraging analytics to produce compelling and profitable film content," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(2), pages 171-211, June.
    12. Wen Liu & Guosheng Han & Xiangzi Yan & Xuan Zhang & Guangjie Ning & Armigon Ravshanovich Akhmedov & William Cannon Hunter, 2021. "The Impact of Mental Health Status on Health Consumption of the Elderly in China," IJERPH, MDPI, vol. 18(12), pages 1-17, June.
    13. Travis Tae Oh & Michel Tuan Pham, 2022. "A Liberating-Engagement Theory of Consumer Fun [Pleasure Principles: A Review of Research on Hedonic Consumption]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 46-73.
    14. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Su, Lujun & Tang, Binli & Nawijn, Jeroen, 2021. "How tourism activity shapes travel experience sharing: Tourist well-being and social context," Annals of Tourism Research, Elsevier, vol. 91(C).
    16. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    17. Banik, Shanta & Gao, Yongqiang & Rabbanee, Fazlul K., 2019. "Status demotion in hierarchical loyalty programs and its effects on switching: Identifying mediators and moderators in the Chinese context," Journal of Business Research, Elsevier, vol. 96(C), pages 125-134.
    18. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.

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