Why do appetizers matter more when you're dining out with friends?
First impressions of experiences have a greater impact when consumers share the experience with others, according to a new study in the Journal of Consumer Research.
"When consumers consume an experience alone, the end of the experience has a greater effect on their overall evaluations. On the other hand, when consumers consume an experience with others, the beginning has a greater influence on how they judge the entire experience," write authors Rajesh Bhargave (University of Texas, San Antonio) and Nicole Votolato Montgomery (University of Virginia).
Experiences (vacations, ...