Navigating Shared Consumption Experiences: Clarity About a Partner’s Interests Increases Enjoyment
研究发现，与伴侣共同消费时，若不清楚对方兴趣会分散注意力、降低享受感；简单干预提升清晰度即可改善体验，对服务商有实用价值。
Consumers frequently engage in activities with others, such as visiting an art gallery with a friend or going to a sports match with a family member, and they tend to assume that sharing experiences with another person will make these activities more enjoyable. However, navigating a shared experience—making decisions about pacing, sequencing, and interacting with another person as the experience unfolds—can take consumers’ attention away from the activity, potentially reducing their enjoyment. In a series of studies in which consumers engage in real consumption experiences, the authors show that lack of clarity about a partner’s interests can distract consumers, making it difficult for them to focus on the shared activity and reducing their enjoyment of shared experiences relative to solo experiences. Notably, simple interventions can increase clarity of a partner’s interests and consumers’ enjoyment of shared activities, providing tools for service providers who want to retain customers and benefit from positive word of mouth.