Abstract:This work examines the trade‐offs that consumers in relationships make between the overall quality of an activity (i.e., experience quality) and the ability to share the activity in physical proximity to a relationship partner (i.e., togetherness). A pilot study and five experiments demonstrate that consumers value togetherness (vs. experience quality) relatively more when they share the experience with a close (vs. distant) relationship partner. Importantly, this work documents a novel mechanism underlying th… Show more
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