Despite the increasing social distancing behavior prompted by the Covid-19 pandemic, many of our consumption behaviors are still joint in nature. Thus, it is important for marketing and consumer researchers to fully understand consumer behavior in joint consumption. This talk covers two ongoing research projects about consumer decision making in joint consumption. Specifically, these two projects investigate 1) how consumers make unilateral choices for joint consumption with double-blinded preference, and 2) how consumers evaluate and react to consumption effort in joint consumption. Together, these two projects demonstrate consumers’ unique motives and valuations in the context of joint consumption.