When repetitive consumption leads to predictions of faster adaptation

Abstract

AbstractHedonic adaptation can explain why individuals enjoy their products less over time. One key feature of hedonic adaptation is its dependence on consumption repetition. Our research investigates when the perception of repetitive consumption leads consumers to predict faster hedonic adaptation (i.e., less enjoyment). We conducted four studies testing the impact of repetition on predicted enjoyment (Studies 1A and 1B), the interaction between repetition and assortment variety (Study 2), and the interaction between repetition and attention drawn by the product (Study 3). Results show that repetition leads consumers to predict less future enjoyment, weakens the effect of assortment variety on hedonic adaptation prediction, and strengthens the effect of attention drawn by product on hedonic adaptation prediction. Our results also show that consumers who predict less future enjoyment with a product are less likely to purchase this product. Overall, the findings advance knowledge on hedonic adaptation by presenting the impact of the most relevant feature of hedonic adaptation (i.e., consumption repetition) when it is made salient for consumers, and its interaction with common contextual cues.