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ISSN : 1229-8778
This study examined whether the mere sharing of an experience with other increases its hedonic value (satisfaction) as well as economic valuation. Female participants were asked to rate the taste and monetary value of food (bread) they tasted together with a same-sex confederate. The participant and confederate tasted either their own food or after sharing the food with the partner. Compared to those in the eating-alone condition, participants in the food-sharing condition thought the same food was significantly more tasty and were willing to pay approximately 40% higher price for the food (Study 3). However, people failed to forecast the enhancing power of sharing involved in eating experience (Studies 1-2). The critical role of social element in consumer behavior and satisfaction and its implications are discussed.
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