Three Essays on the Social Aspect of Consumer Decision Making: Social Presence, Social Power, and Social Prediction

Previous research suggests that social influence and social prediction (i.e., how would others behave in a similar situation?) can have a profound impact on individuals’ consumption patterns. Despite the popularity of the social aspect of decision making in consumer research, there are certain topics that received very little attention to date. In my dissertation, I explore three such underresearched topics, namely (1) the effect of the presence...