Anticipating Adaptation to Products
Year: 2009
Type: article
Abstract: Many consumer products deliver their utility over time, and the decision to purchase such products often depends on predictions of future product enjoyment. The present research shows that consumers often fail to predict hedonic adaptation to products and explores the antecedents and consequences of this misprediction. We demonstrate that the failure to predict diminishing enjoyment with a product arises because of a failure to spontaneously consider adaptation and apply correct intuitive beliefs about adaptation. We further show that making prospective duration salient can cue beliefs about hedonic adaptation. Finally, we find that these beliefs, once cued, influence choices.
Source: Journal of Consumer Research
DOI: 10.1086/597050
Authors: Jing Wang, Nathan Novemsky, Ravi Dhar
Institutions: Singapore Management University, Yale University
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2143884828