Abstract:

We frequently make consumption decisions for ourselves with others’ consumption information (e.g., online review, street fashion), and make consumption decisions for the self and other together (e.g., pick a restaurant for a get-together). As social animals, we are connected—we experience fuzzy self-other boundary and thus a sense of connectedness. Such self-other connection, I propose, leads consumers to view each other’s totally independent consumption as connected, and influences decisions for the self and decisions for the self and other together. I present evidence that “connected consumers” 1) mentally share each others’ consumption, and 2) focus on what the self-other collective gets (instead of what the self or the other gets). Specifically I show the circumstances under which consumers 1) conform to information on others' preference more than consumption ("words-speak-louder"), 2) take away close others' consumption resources more often ("friendly taking"), 3) violate in-group's intellectual property more often, and 4) satiate on others’ food consumption.