Martinez, Luis Manuel da Silva Pereira FructuosoLopes, NunoPereira, Diogo Augusto Coutinho2024-02-092024-02-092023-01-202022-12-15http://hdl.handle.net/10362/163331Consumers 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 consumerengConsumer behaviorJoint decisionPurchase probabilityDecisionmakingmaster thesis203315219