This study aims to develop a new general framework of the challenges for decision making in groups. Unlike most research focused on individual consumption, this study takes a broader perspective on joint consumption.
The conceptual framework and the developed research questions are based on an extensive literature review.
This research identifies five major challenges for group decisions: allocation of responsibilities, preference prediction, preference aggregation, conflicts and mutual influences. For each challenge, this study summarizes existing findings and highlights important areas for continued investigation, related to a marketing-oriented understanding of consumers. This article concludes with implications for both managers and researchers.
The identified key determinants of group decisions aggregate findings from multidisciplinary literature and can help marketing researchers and managers understand the relevant but underresearched issues of decision making in groups. Furthermore, this study includes relevant moderators, such as individual and group characteristics, and reveals problematic research gaps. In turn, it offers questions and ideas for additional research.
The author thanks Thorsten Hennig-Thurau, Mark B. Houston and Silke Marchand for their constructive feedback and intellectual input on prior versions of this paper.
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