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Publications
Publications
  • March 2019
  • Article
  • Marketing Letters

Consuming Together (versus Separately) Makes the Heart Grow Fonder

By: Ximena Garcia-Rada, Lalin Anik and Dan Ariely
  • Format:Print
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Abstract

Across three studies, we investigate how consumers in romantic relationships make decisions when choosing an item to share with their partner. We show that consumers will forgo their preferred alternative for an option that is more aligned with the preferences of their partner when consuming the same item together vs. separately. We theorize and show that when consuming together (vs. separately), consumers’ purchase motivation shifts from being utilitarian (e.g., satisfying one’s hunger) to hedonic (e.g., having an enjoyable evening). Consequently, when consuming together (vs. separately), consumers weigh more highly their partner’s affective reactions to the item and overall experience—leading them to pick a less preferred option in an effort to please their partner. In sum, we provide a framework that contributes novel insight into the trade-offs consumers make between their preferences and the preferences of others.

Keywords

Shared Consumption; Close Relationships; Conflicting Preferences; Spending; Decision Making; Relationships; Motivation and Incentives

Citation

Garcia-Rada, Ximena, Lalin Anik, and Dan Ariely. "Consuming Together (versus Separately) Makes the Heart Grow Fonder." Marketing Letters 30, no. 1 (March 2019): 27–43.
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More from the Authors

    • April 2022
    • Journal of Consumer Research

    Consumers Value Effort over Ease When Caring for Close Others

    By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
    • April 2019
    • Journal of the Association for Consumer Research

    Rituals and Nuptials: The Emotional and Relational Consequences of Relationship Rituals

    By: Ximena Garcia-Rada, Ovul Sezer and Michael I. Norton
    • 2025
    • Faculty Research

    A Preference for Revision Absent Improvement

    By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
More from the Authors
  • Consumers Value Effort over Ease When Caring for Close Others By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
  • Rituals and Nuptials: The Emotional and Relational Consequences of Relationship Rituals By: Ximena Garcia-Rada, Ovul Sezer and Michael I. Norton
  • A Preference for Revision Absent Improvement By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
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