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Collective over individual decision: does purchase probability increase
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Resumo(s)
Consumers frequently find support on others to decide about their purchases.
Particularly for experiential products, decisions are commonly made jointly. Current literature
does not study the impact of joint decisions on purchase probability. Therefore, this study
aims to explain if and how does the purchase probability vary from an individual consumer
decision to a consumer joint decision. Results of the experiment conducted with 120 consumer
simulations point to the low impact of a joint decision; nevertheless, joint decisions are
favorable to purchase probability in specific niches: experiential risky products, and 40-or more-years-old consumer
Descrição
Palavras-chave
Consumer behavior Joint decision Purchase probability Decisionmaking