Introduction
Shared Consumption Experiences was published by Rebecca Hamilton in Impact at JMR in 2021. The article discusses the subject of consumer behavior; however, contrary to other research made on the topic, Hamilton (2021) focuses on the experiences of a group rather than an individual. It is found that shared consumption significantly differs and is usually more enjoyable. The main distinction between the two types of consumer experience involves affective, motivational, cognitive, and behavioral patterns (Hamilton, 2021). Sharing consumption is also discovered to influence the amount of money spent and the product. Overall, the paper combines discoveries of much research on consumption, highlighting the primary points that can be elaborated upon in future marketing research.
The Main Points of the Article
One of the main ideas drawn by Rebecca Hamilton involves increased emotional reactions related to shared consumption experience. Intensified emotional responses correlate to the general enjoyment of the product; however, they also decay more quickly compared to solo experience (Hamilton, 2021). Additionally, congruency of reactions subsequently increases ratings of joy, indifferent to whether the experience was pleasant or unpleasant (Hamilton, 2021). This idea shows how experience can impact product rating, depending on solo or collective consumption.
Another point made by the author concerns consumption experience’s effect on motivation. Shared experience is often expected to be more fun, thus motivating people to forgo individual consumption (Hamilton, 2021). Not only the choice of activities is affected this way, but also the amount of money spent. It is found that men tend to pay more for products while shopping with friends, whereas women spend less (Hamilton, 2021). Additionally, the actions of the consumer-partner critically influence product indulgence because people rarely choose to make a different decision from their partner (Hamilton, 2021). As such, marketing strategies should be in consideration of consumer experience when attempting to affect consumers’ motivation to buy products.
The article also identified common behaviors of sharing consumption experiences. It is known that multiple consumers assess the product better than an individual due to the pooled expertise and opinions (Hamilton, 2021). However, they are less likely to share knowledge. Shared consumption encourages consumers to strive for agreement rather than form integrative judgment (Hamilton, 2021). This means that collective expertise can be more critical to the product yet follow the mainstream opinion.
The last point about the shared consumption experience discussed in the article relates to coordinating interdependent actions. It is revealed that focus on the activity and subsequent enjoyment of the process is affected by consumers’ ability to communicate. If shared experience is not accompanied by a clear understanding of the consumer partners’ interests and opinions, the attention is shifted from the activity, reducing the level of entertainment received (Hamilton, 2021). This finding provides an intelligible knowledge of necessities for increasing consumers’ positive experiences.
Shared Consumption Experience’s Impact on Marketing Management
Upon thorough examination of the aspects and importance of shared consumption experience, it is clear that marketing management can greatly benefit from adopting specific practices to complement and utilize it. Introducing quality products oriented for collective consumption can increase overall ratings and market share. The activities that can include the cooperation of multiple people should be adjusted to meet shared consumption requirements for an enhanced level of entertainment.
Based on the knowledge of the intensified emotional reactions that tend to decay faster than in solo experience, many conclusions for entertainment media can be made. For example, family-oriented movies or comedies that are most commonly seen by multiple consumers should incorporate a specific period between evoking emotions. It should be done in such a way as to increase the level of enjoyment by inducing explicit emotional reactions, yet consider the time of their decay.
It is also important to integrate the knowledge of consumer motivation being influenced by collective experience. For instance, shared activities and products should be heavily advertised as such because they are often found more entertaining. Additionally, since men tend to spend more money while shopping in the company, the increased price for group products should not discourage male consumers from buying them. Places intended for couples or group entertainment can significantly benefit from providing corresponding merchandise or refreshments due to the low rate of consumers’ choice not to copy their partner’s indulgence patterns.
Mainstream opinions should always be considered due to their impact on consumer experience and product rating. As such, products and activities should foremost be targeted at the widest population for unconditional success. Even despite the product’s lack of some critical qualities, it can be found in demand because of its popularity and common positive opinion. This is due to the consumers’ higher desire to agree with others than form an individual judgment.
Conclusion
Lastly, group entertainment activities and service providers should consider coordinating the interdependent actions of the consumers. Since it is found that focus and enjoyment are affected by communication with a partner, or lack thereof, there is a clear need for short interventions. Such pauses would let consumers share their interests and opinions, especially if encouraged. Upon proper communication, consumers can pay full attention to the activity, receiving maximum enjoyment.
References
Hamilton, R. (2021). Shared Consumption Experiences. Impact at JMR.