Will they be satisfied: The effect of joint consumption on maximizing mindset

This research proposes that joint (vs. individual) consumption can promote maximizing mindset by increasing consumers' anticipated guilt. Five studies were conducted to examine its intrinsic mechanism and boundary conditions.Study 1, Study 2, and Study 3 respectively verified the main effect on different consumer behaviors. Study 1 and Study 3 also proved the mediating effect of anticipated guilt. In addition, Study 3 examined the moderating effect of interpersonal relationship types. Study 4 repeatedly validated the mediating effect by manipulating anticipated guilt. Study 5 measured the comprehensive scores of maximizing mindset among consumers in different consumption situations and verified the moderating effect of the clarity about partners' preferences.