The maximizing bias and behavioral effects of joint consumption: A perspective of group mental accounting

Abstract

: In the light of social development and technology advance, joint consumption—a kind of consumption in which multiple consumers jointly share the cost and the final product—becomes more frequent and engenders new phenomenon. However, extant literature mainly focuses on examining the effects of typical factors in joint consumption (e.g., genders, roles), while neglecting the basic underlying characteristics of joint consumption (e.g., the key difference between joint consumption and individual consumption). To fill this gap, the present project based on mental accounting theory proposes a new