Sociability and interdependent self‐construal on consumer choice for group: A moderated mediation model

In joint consumptions, people often make consumption decisions for their respective groups, where chosen products or services are jointly shared by the members of their groups. Although the phenomena of joint consumptions appear commonly in real life, the literature of consumer behaviors has mainly focused on choices for the self instead of choices for others. This paper focuses on identifying the influence of personality on consumer choices for...