Interpersonal Consumer Decision Making

Consumption is not an isolated phenomenon, but often involves the (in)direct presence of others. People often consume or make consumption decisions together or in the favor of others.
Consequently the people in our surroundings are likely to have an influence on our consumption decisions. They influence what consumption goods we buy and how we behave in consumption contexts.
In this dissertation I explore various interpersonal consumption occasions and the influence of others on consumers’ decisions.