Greater patience and monetary expenditure: How shopping with companions influences purchase decisions

Shopping with companions plays a crucial role in daily consumer activities. However, only a few studies have explored the influence of this factor on consumers’ patience. We conducted four studies, including two field studies, to investigate the effects of shopping with companions (e.g., friends and peers) on purchase decisions. We found that consumers exerted greater effort when shopping with friends and peers by spending more money and being willing to wait longer for a product. This effect could be explained by three mediators: positive emotions, negative emotions, and perceived value, in which the hedonic and social value, unlike the utilitarian value, played essential mediating roles. This study elucidates the underlying psychological processes involved in purchase decisions shaped by companions. Retailers should encourage shopping with companions to increase sales and customer retention.