Abstract

From dinners with family to parties with friends, consumers frequently spend time with and share experiences with other people. Sharing consumption with other people can uniquely shape people’s decisions and experiences, often in ways that differ from when individuals are on their own. In my research, I examine what kinds of experiences consumers like to share with other people, and how being the one who organizes gatherings for other people influences consumers’ decisions and experiences during shared consumption. In Chapter One, “When Sharing Experiences with Others, People Prefer Novel Experiences,” I examine how the social context of an experience, in particular whether someone has a companion during the experience, influences their preferences for new experiences. Consumers are often drawn to familiar and tried-and-true options, but there is also value in trying new things. I show that people prefer novel experiences when they will share them with other people versus have them alone. Doing something with someone else, as opposed to by oneself, reduces the feelings of awkwardness—that is, the perceived discomfort from not knowing what to do—associated with trying something new, and leads people to prefer novel options over familiar ones. This preference for novelty is amplified when the option is new to the self but familiar to the consumption partner, such that the consumption partner can serve as a guide when navigating new experiences, and is strongest when consumers are going to share the experience with someone they are particularly close to. This research suggests that being with others can encourage individuals to step outside their comfort zones and open doors to new experiences. Chapter One examines how simply being in the company of someone else can influence consumers’ choices in shared experiences. In the other two chapters, I examine the decision-making processes, experiences, and psychology of those who organize social gatherings where these shared experiences happen: hosts. Consumers commonly host parties and other gatherings for family and friends, yet little is known about how hosting uniquely shapes the choices consumers make for such shared consumption experiences. In Chapter Two, “Hosting Leads People to Make Self-Reflective Choices for Shared Consumption,” I examine how hosts make decisions for the parties and other gatherings that they organize. Although one might expect hosts to prioritize guests’ preferences, I find that hosts more strongly prefer options that feel like “them”—that is, options that reflect their personal tastes and preferences rather than their guests’—compared to someone making the same choice for a gathering but not in the role of host. This tendency is driven by hosts’ greater sense of ownership over a gathering, and a stronger desire to share something about themselves with the other people at the event. The findings shed light on hosting as a unique decision making context and provide insight into how the party industry can appeal to hosts. In Chapter Three, “Hosts Feel Like They Miss Out on Their Own Gatherings,” I examine how taking on the role of the host of a gathering can interfere with the host’s ability to take full advantage of the shared experiences they set out to create. Despite how integral hosts are to parties, they feel more like they “miss out” during a get-together than do their guests. This happens because hosts’ feelings of responsibility over their gatherings lead them to divide their attention more than guests, rather than simply because hosts spend less time with the other people at the gathering or because they know more people there and thus have more to miss out on. I show that sharing hosting responsibility with a co-host does not free up attention or reduce the feeling one has missed out, but dividing responsibility by delegating elements to someone else can make hosts feel less attentionally divided, less like they miss out, and more interested in hosting again. This research illuminates how social roles and their attentional requirements shape shared experiences and reveals how to help people feel more connected to others. The presence of others makes our lives richer and fuller. Overall, my dissertation contributes to our understanding of how sharing experiences with others, whether by merely having a companion or by being in charge of organizing social gatherings, uniquely impacts consumer experiences and decisions. The findings offer implications for consumers seeking more meaningful and connecting shared experiences, as well as for marketers aiming to promote products and services that are meant to be enjoyed with others.

Committee Chair

Elanor Williams

Committee Members

Cynthia Cryder; Mary Steffel; Robyn LeBoeuf; Sydney Scott

Degree

Doctor of Philosophy (PhD)

Author's Department

Marketing

Author's School

Olin Business School

Document Type

Dissertation

Date of Award

8-18-2025

Language

English (en)

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Marketing Commons

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