Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation

10 Pages Posted: 18 Feb 2009 Last revised: 15 Dec 2009

See all articles by Jeff Galak

Jeff Galak

Carnegie Mellon University

Joseph P. Redden

University of Minnesota - Twin Cities - Department of Marketing and Logistics Management

Justin Kruger

University of Illinois at Urbana-Champaign; New York University (NYU); New York University (NYU) - Department of Marketing

Date Written: December 19, 2009

Abstract

Consumers frequently consume items to the point where they no longer enjoy them. In three experiments spanning three distinct classes of stimuli, we find that people can recover from this satiation by simply recalling the variety of alternative items they have also consumed in the past. Rather than a fixed physiological process, it appears that satiation is at least partially constructed in the moment. We discuss some of the theoretical implications of these findings and provide some prescriptive measures for both marketers and consumers.

Keywords: Satiation, Consumer Behavior, Memory, Recovery

Suggested Citation

Galak, Jeff and Redden, Joseph P. and Kruger, Justin, Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation (December 19, 2009). Journal of Consumer Research, Vol. 36, December 2009. Available at SSRN: https://ssrn.com/abstract=1344541 or http://dx.doi.org/10.2139/ssrn.1344541

Jeff Galak (Contact Author)

Carnegie Mellon University ( email )

Pittsburgh, PA 15213-3890
United States
412-268-5810 (Phone)

HOME PAGE: http://www.jeffgalak.com

Joseph P. Redden

University of Minnesota - Twin Cities - Department of Marketing and Logistics Management ( email )

271 19th Avenue South
Room 1235 Mgt. Econ. Building
Minneapolis, MN 55455
United States

Justin Kruger

University of Illinois at Urbana-Champaign ( email )

601 E John St
Champaign, IL 61820
United States

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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