60 Pages Posted: 3 May 2012
Date Written: May 2, 2012
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.
Keywords: satiation, consumers, habituation, hedonic, enjoyment
Suggested Citation: Suggested Citation
Galak, Jeff and Kruger, Justin and Loewenstein, George, Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation (May 2, 2012). Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2050035