Joint Consumption Promotes the Purchase of Innovative Products

ABSTRACT Despite extensive research on the role of joint consumption in marketing, its impact on innovative products remains underexplored. This study investigates whether the joint consumption situation influences consumers' preferences for innovative products. Across four studies, we demonstrate that consumers in joint consumption situations are more inclined to purchase innovative products. Additionally, the findings reveal that the effect of the consumption situation on purchase intention is mediated by customer inspiration. Furthermore, the results indicate that hedonic motivation moderates this indirect effect. Specifically, consumers with higher (versus lower) hedonic motivation are more likely to derive inspiration from the joint consumption situation, which in turn enhances their purchase intention for innovative products. This research contributes to the literature on consumption situations and provides practical insight, suggesting that creating a joint consumption situation when marketing can boost the sales of innovative products.