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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

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

Pascale Quester, Alexandre Steyer
DOI: http://dx.doi.org/10.1086/644750 1050-1057 First published online: 1 April 2010


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.

  • Choice (Brand or Product Level)
  • Group/Interpersonal Influences
  • Situation/Context Issues
  • Variety Seeking/Product Trial
  • Observation
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