Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation
Carnegie Mellon University
University of Illinois at Urbana-Champaign; New York University (NYU); New York University (NYU) - Department of Marketing
Carnegie Mellon University - Department of Social and Decision Sciences
May 2, 2012
Journal of Consumer Research, Forthcoming
Consumers often choose how quickly to consume things they enjoy. The research presented here demonstrates that they tend to consume too rapidly, growing tired of initially well-liked stimuli such as a favorite snack (experiments 1 and 4) or an enjoyable video game (experiments 2 and 3) more quickly than they would if they slowed consumption. The results also demonstrate that such overly-rapid consumption results from a failure to appreciate that longer breaks between consumption episodes slow satiation. The results present a paradox: Participants who choose their own rate of consumption experience less pleasure than those who have a slower rate of consumption chosen for them.
Number of Pages in PDF File: 60
Keywords: satiation, consumers, habituation, hedonic, enjoyment
Date posted: May 3, 2012
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