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Revisiting Individual Choices in Group Settings: The Long and Winding (Less Traveled) Road?

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  • Pascale Quester
  • 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. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Pascale Quester & Alexandre Steyer, 2010. "Revisiting Individual Choices in Group Settings: The Long and Winding (Less Traveled) Road?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 1050-1057, April.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:6:p:1050-1057
    DOI: 10.1086/644750
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    Cited by:

    1. Ellison, Brenna & Lusk, Jayson L. & Davis, David, 2014. "The Effect of Calorie Labels on Caloric Intake and Restaurant Revenue: Evidence from Two Full-Service Restaurants," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 46(2), pages 173-191, May.
    2. Lee, Jacob C. & Kim, Jungkeun & Kwak, Kyuseop, 2018. "A multi-attribute examination of consumer conformity in group-level ordering," Australasian marketing journal, Elsevier, vol. 26(1), pages 41-48.
    3. Mora, José-Domingo & González, Eva M., 2016. "Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 228-239.

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