Interrupted Consumption: Disrupting Adaptation to Hedonic Experiences
Journal of Marketing Research, Vol. 45, pp. 654-664, December 2008
12 Pages Posted: 21 Nov 2006 Last revised: 17 Aug 2009
Date Written: December 2008
Six studies demonstrate that interrupting a consumption experience can make pleasant experiences more enjoyable and unpleasant experiences more irritating, even though consumers avoid breaks in pleasant experiences and choose breaks in unpleasant experiences. Across a variety of hedonic experiences (e.g., listening to noises or songs, sitting in a massage chair), we observe that breaks disrupt hedonic adaptation and, as a result, intensify the subsequent experience.
Keywords: Hedonics, Forecasting
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