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Type: Journal article
Title: Revisiting individual choices in group settings: The long and winding (less traveled) road?
Author: Quester, P.
Steyer, A.
Citation: Journal of Consumer Research, 2010; 36(6):1050-1057
Publisher: Univ Chicago Press
Issue Date: 2010
ISSN: 0093-5301
Statement of
Pascale Quester and Alexandre Steyer
Abstract: This study revisits Ariely and Levav’s previous findings in relation to consumers’ need for variety when ordering (food or beverages) in a group setting. We examine how group opinion and unanimity can explain consumers’ individual choice in a group setting. We hypothesize that the relationship between individual choice and group opinion is nonmonotonic as it is moderated by the degree of unanimity around an alternative. We demonstrate this effect in two empirical studies. We show that choice patterns are curvilinear, with previous findings accurately reflecting only specific sections of the overall pattern of individual choices in a group setting.
Rights: © 2010 by Journal of Consumer Research, Inc.
RMID: 0020095464
DOI: 10.1086/644750
Appears in Collections:Business School publications

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