Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable

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Ryan Rahinel; Joseph P. Redden;
  • Journal: Journal of Consumer Research,volume 39,issue 6,pages1,290-1,290
  • Related identifiers: doi: 10.1086/668525

People often consume multiple products at the same time (e.g., chips and salsa). Four studies demonstrate that people enjoy such joint consumption experiences more when the products are merely labeled with the same brand (vs. different brands). Process evidence shows th... View more
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