Abstract
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.
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