Consumers Make Joint Decisions All The Time… What Should Marketers Do Differently?
Hristina Nikolova, Boston College
Consumers make a lot of joint decisions on a daily basis, such as choosing to buy a car or house with their spouses, making business decisions with their coworkers, or simply selecting restaurants or vacation places with a friend. But when choosing jointly, are consumers likely to make the same choices they would if they were alone? Hristina Nikolova will discuss research that suggests that the answer may depend on the gender composition of the group, and offer insights about how marketers can use these findings. The webinar will also feature a discussion of other key insights from Hristina Nikolova's joint decision-making research.
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