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Anticipating Adaptation to Products

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  • Jing Wang
  • Nathan Novemsky
  • Ravi Dhar
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    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.

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/597050
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    File URL: http://www.jstor.org/stable/full/10.1086/597050
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2009)
    Issue (Month): 2 ()
    Pages: 149 - 159

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    Handle: RePEc:ucp:jconrs:doi:10.1086/597050

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Maria Pollai & Erik Hoelzl & Flavia Possas, 2010. "Consumption-related emotions over time: Fit between prediction and experience," Marketing Letters, Springer, vol. 21(4), pages 397-411, December.

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