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Shared consumption experiences

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Shared consumption experiences are those activities in which individuals engage with others, such as watching movies, attending sporting events, dining, or traveling. [1]

Shared consumption experiences are inherently distinct from individual activities, encompassing dimensions that impact emotional responses, choices, information processing, and coordinated actions. These experiences reveal the deep-seated social nature of consumption, where individuals expect and frequently find shared activities to be more enjoyable and meaningful. The presence of others in consumption settings introduces complexities that influence behavior, often aligning consumer actions with group dynamics. However, balancing these influences requires careful social navigation, particularly when coordinating interdependent actions, making shared consumption an area of rich study in both psychology and marketing.

Shared consumption experiences are distinct yet related to collaborative consumption[2], a model emphasizing resource sharing and community-based access to goods or services. While collaborative consumption focuses on practical benefits like cost savings and sustainability, shared consumption highlights the social and emotional dimensions of participating in activities with others.

Definition of Shared Consumption Experience

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Nearly 70% of American adults attend movies, sports events, and museums annually, with a stronger inclination toward enjoying these public leisure activities in the company of friends or family rather than alone[3]. It’s estimated that over 90% of movie trips involve a companion, and this preference for shared experiences, particularly for movies, influences both the spread of these activities and the impact of their advertising[4].

Shared consumption experiences are those activities in which individuals engage with others, such as watching movies, attending sporting events, dining, or traveling. These experiences are inherently social, involving family, friends, or even strangers, which creates an influential social context that shapes individual consumer behavior. Research reveals that nearly 70% of U.S. adults engage in public leisure activities with others annually, illustrating the widespread nature and significance of shared consumption. Furthermore, shared experiences have unique implications for product diffusion and advertising effectiveness, as seen in the case of movies and other leisure activities.

Affective Dimension: Emotional Intensity and Satiation

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When consumers share an experience, their emotional responses tend to be amplified. Studies in social psychology have found that the presence of others can intensify emotional reactions to stimuli. For example, individuals watching a thrilling movie or engaging in a high-energy concert with friends are more likely to feel heightened emotions than if they were alone[5]. This phenomenon, known as "social amplification," suggests that shared attention magnifies individuals' focus on emotionally charged stimuli[6].

Additionally, shared experiences can lead to faster emotional satiation, a concept known as the "collective satiation effect," where the excitement or enjoyment from shared experiences declines more quickly over time than in solo activities[7]. Physiological studies using EEG also indicate that shared experiences can polarize attention to emotionally significant aspects of stimuli, as observed in heightened attention to luxury products when viewed with others compared to alone[8]. This dynamic can influence consumer preferences and even retrospective enjoyment, as people may recall shared experiences as more satisfying when their emotional reactions align with those of others[9].

A critical addition to understanding the affective dimension is the concept of consumption sacrifice, which explores how willingly incurring a cost in terms of money, time, or preferences for a partner influences the emotional and relational outcomes of shared consumption[10].

Consumption Sacrifice and Emotional Outcomes

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Consumption sacrifices involve intentional choices to forgo personal resources—whether financial, temporal, or preferential—for the benefit of another. These sacrifices can significantly affect the emotional dynamics of shared consumption by enhancing relational bonds. For example, when an individual sacrifices their preferred dining option to align with a partner's preference, the resulting positive emotions stem not just from the activity but also from the perceived care and commitment demonstrated through the sacrifice.

However, the emotional benefits of consumption sacrifice may not always be straightforward. Research suggests that the (in)visibility of these sacrifices can mediate their emotional impact. Sacrifices that remain unnoticed by recipients are less likely to generate the intended relational and emotional benefits, potentially leading to dissatisfaction for the sacrificing party. For instance, if a person spends significant time researching options to create a memorable shared experience but their efforts are unacknowledged, the lack of appreciation can diminish the positive emotional outcomes of the sacrifice.

Relational Signals in Emotional Experiences

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Sacrifices in shared consumption often serve as relational signals that reinforce bonds and emotional closeness. The act of willingly giving up one’s own preference for a partner’s benefit demonstrates care and nurtures feelings of mutual respect and affection. This aligns with prior findings that sacrifices in relationships, such as prioritizing a partner’s preference for a movie or meal, enhance emotional experiences by fostering a sense of shared identity and mutual support[11].

Implications for Marketers and Shared Consumption

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For businesses, understanding the role of consumption sacrifices in shared consumption offers opportunities to create tailored experiences that highlight such emotional and relational benefits. For example, services that emphasize ease of coordination or visibly acknowledge the sacrifices made by one party can enhance the overall shared experience, ensuring that emotional and relational benefits are fully realized.

Motivational Dimension: Social Influence on Choices

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The social context of shared consumption influences the choices consumers make, often encouraging them to favor social over solo activities. According to Caprariello and Reis[12], people tend to anticipate greater enjoyment when they can share experiences with friends or family, which deters them from engaging in these activities alone. Across diverse cultures, such as in the United States, China, and India, consumers show less interest in solo leisure activities, reflecting the importance of social connectedness in motivating shared consumption choices[13].

Furthermore, shared experiences influence spending and consumption patterns. For instance, research in consumer behavior has shown that men (agency-oriented consumers) tend to spend more when shopping with friends, while women (communion-oriented consumers) often spend less in similar contexts, highlighting gender-based differences in spending behaviors linked to social influence[14]. Additionally, consumption is often influenced by others' actions: Lowe and Haws[15] found that consumers’ indulgence or restraint in a shared setting (such as snacking with friends) often aligns with the behavior of their companions, leading to either co-indulgence or co-abstinence. This dynamic underscores how social settings can alter consumers' motivations and choices to fit the expectations and behaviors of their peers[16].

The choices consumers make in shared consumption experiences are heavily shaped by social motivations. When engaging in such experiences, individuals often prioritize the preferences and expectations of others, creating a dynamic interplay between personal desires and group influence. Research highlights that social connections play a critical role in motivating participation in joint activities, as consumers generally perceive shared experiences as more enjoyable and meaningful than solitary ones[17].

Social Focus in Choices for Others

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Liu, Dallas, and Fitzsimons[18] propose a framework for understanding consumer decisions for others, emphasizing two dimensions: the chooser's social focus (relationship- vs. recipient-oriented) and the consideration of consumption preferences (highlighting the recipient's preferences vs. balancing them with the chooser's preferences). This framework applies directly to shared consumption contexts, especially in cases where social relationships influence decision-making. For instance, in joint consumption settings, individuals often balance their own preferences with those of others, aiming to achieve relational harmony[19].

The Role of Relationship Signals

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Social influence also manifests in the need to send appropriate relational signals through choices. For example, gift-giving—a common form of consumption choice for others—is often motivated by the desire to convey closeness and understanding. In shared consumption scenarios, such as selecting a restaurant or movie for a group, individuals may prioritize options that they believe align with others' preferences to strengthen social bonds[20][21]. This relational focus can sometimes lead to over-accommodation, where individuals suppress their preferences to maintain harmony​.

Balancing Preferences in Shared Consumption

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In joint consumption settings, consumers are motivated to balance their own preferences with those of their companions. This balancing act can result in compromises or prioritization of specific preferences based on the relational dynamics involved. For instance, individuals with an interdependent self-construal are more likely to accommodate others' preferences, whereas those with an independent self-construal might assert their own choices unless strong social cues dictate otherwise[22][23]. Such behavior reflects the nuanced interplay of personal and social motivations in shared consumption contexts​.

Implications for Marketers and Policymakers

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Understanding the motivational dimension of shared consumption experiences has significant implications for marketers and policymakers. By recognizing the importance of social influence in driving participation and decision-making, businesses can tailor their offerings and marketing strategies to emphasize the shared value of their products. For instance, promoting the social benefits of a dining experience or a concert can enhance its appeal to groups, leveraging the intrinsic motivation for shared enjoyment.

Cognitive Dimension: Information Sharing and Collective Knowledge

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Shared consumption experiences allow individuals to pool their knowledge and perspectives, leading to enhanced information processing and collective decision-making. Psychological research suggests that groups tend to categorize items and experiences more precisely than individuals do alone, as they leverage diverse knowledge to make finer distinctions[24]. For example, wine enthusiasts discussing wine flavors together are likely to notice nuances that a solitary taster might overlook, which enhances their enjoyment and appreciation of the experience[25].

However, while groups can benefit from this pooled expertise, research shows that group settings may also lead to a phenomenon known as "affiliative conformity," where individuals prioritize harmony over sharing unique information[26]. This tendency to echo shared perspectives rather than contribute novel insights may hinder knowledge exchange, as participants align their input with the group consensus rather than providing new information. This behavior is partly driven by a desire to avoid disrupting social cohesion and reflects the influence of group norms on individual contributions[27].

Behavioral Dimension: Coordinating Actions in Shared Activities

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Certain shared experiences require interdependent actions, where the enjoyment or success of the activity depends on the coordination between participants. Activities such as dancing, sports, and games illustrate this dimension, where the timing, pace, and actions of one participant affect others. Social psychologists have highlighted the concept of "joint navigation," where consumers engage in subtle decision-making about how closely to align their actions with their partners, affecting both the outcome and their enjoyment of the experience[28].

Coordination can enhance the shared experience but can also become a source of friction if individuals have differing expectations or preferences. Research indicates that unclear preferences or interest levels among participants can reduce focus on the activity and detract from the overall enjoyment[29]. Simple interventions, such as discussing each participant's interests beforehand, can alleviate these issues by clarifying expectations, ultimately enhancing mutual enjoyment and satisfaction. Service providers, such as tour guides and event organizers, can benefit from this insight by facilitating open communication among participants to ensure a smoother and more enjoyable shared experience[30].

Technology Dimension: Facilitating Shared Consumption Experiences

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Advancements in technology, particularly artificial intelligence (AI), have significantly transformed shared consumption experiences by enhancing coordination, personalization, and engagement among participants.

AI-Powered Personalization and Recommendations

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AI algorithms analyze user preferences and behaviors to offer personalized recommendations, enriching shared activities. For instance, streaming platforms like Netflix utilize AI to suggest content that aligns with the collective tastes of a viewing group, thereby enhancing the shared experience[31].

AI has become a cornerstone in tailoring shared consumption experiences to the unique preferences of participants. Platforms such as Netflix and Spotify use collaborative filtering algorithms to analyze user data and generate personalized recommendations, creating shared experiences that cater to the group’s collective tastes. For example, Netflix not only predicts individual preferences but also identifies overlaps in group interests, making it easier for participants to agree on a movie or show to watch together. Similarly, Spotify's collaborative playlists allow friends to co-create and listen to music, fostering a sense of shared ownership and enjoyment.

This personalization extends beyond entertainment. E-commerce platforms such as Amazon use AI to recommend products that appeal to both partners in shared purchasing scenarios, such as gift-giving or planning a family event. These tailored suggestions reduce decision-making time and enhance the satisfaction of shared consumption by aligning offerings with group preferences.

Virtual and Augmented Reality

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Virtual Reality (VR) and Augmented Reality (AR) technologies enable immersive shared experiences, allowing individuals in different locations to engage together in virtual environments. Applications such as VR gaming platforms and virtual concert experiences facilitate real-time interaction, creating a sense of presence and shared enjoyment among participants[32].

Virtual Reality (VR) and Augmented Reality (AR) have revolutionized the way people experience shared activities. VR gaming platforms such as Oculus and multiplayer AR experiences like Pokémon Go allow participants to engage in immersive environments where they can interact in real-time, regardless of physical location. For instance, virtual concert platforms like Wave enable music fans from different parts of the world to attend the same performance, complete with interactive elements such as personalized avatars and virtual applause.

AR enhances shared physical experiences by overlaying digital content onto the real world, enriching activities such as group tours or scavenger hunts. A family exploring a historical site with AR-enabled devices, for example, can collectively view reconstructions of ancient structures while sharing their thoughts and reactions in real-time. This blend of technology and reality adds depth to shared experiences and creates opportunities for collective learning and engagement.

AI in Customer Experience

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AI enhances customer experiences by automating interactions and providing personalized support. Chatbots and virtual assistants, powered by AI, assist groups in planning activities, making reservations, and coordinating schedules, thereby streamlining shared consumption processes.

AI-powered tools have streamlined the logistical aspects of shared consumption, ensuring a seamless and enjoyable experience for groups. Chatbots and virtual assistants, such as those embedded in travel platforms or event-planning apps, help users coordinate activities, make reservations, and manage group schedules. For example, Google Assistant can organize movie nights by checking cinema availability, booking tickets, and setting reminders for participants.

Additionally, AI systems like OpenTable or Zomato analyze group preferences and dietary restrictions to recommend suitable dining options, simplifying decision-making for groups. This automation not only saves time but also enhances the overall experience by minimizing potential conflicts over preferences or logistics.

Collaborative Intelligence

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The integration of AI and human intelligence, known as collaborative intelligence, enables more effective shared consumption experiences. AI systems assist in decision-making and coordination, allowing groups to efficiently plan and execute shared activities.

Collaborative intelligence—the combination of AI and human decision-making—has enabled more effective coordination in shared consumption experiences. By integrating AI tools that analyze data and predict outcomes, groups can make better-informed decisions. For instance, Airbnb uses AI to suggest accommodations that align with group needs, such as properties with shared spaces or amenities tailored to families.

Furthermore, collaborative intelligence is evident in platforms that facilitate shared workspaces or co-living arrangements, where AI optimizes resource allocation and group dynamics. These systems ensure fair access to shared resources, creating a more harmonious and efficient consumption environment.

Social Media and AI-Generated Content

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AI-generated content on social media platforms influences shared consumption by shaping group preferences and trends. AI tools create personalized content that resonates with specific audiences, fostering shared interests and experiences among users[33].

Social media platforms powered by AI have become critical in influencing shared consumption behaviors. AI-generated content, such as personalized ads or curated posts, shapes group preferences and sparks shared interests. For instance, platforms like Instagram and TikTok use machine learning algorithms to identify trends and suggest content that appeals to group members, encouraging collective participation in challenges, events, or experiences.

AI also plays a role in enhancing real-time social interactions. Tools like Zoom's AI-powered features enable virtual shared experiences, such as co-watching movies or attending virtual fitness classes. Additionally, the rise of AI-generated influencers and virtual companions adds a unique layer to shared consumption by blending technology with human-like interactions, fostering a sense of connection among participants.

References

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Collaborative consumption

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