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When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation

Author

Listed:
  • Yang, Yang
  • Gu, Yangjie
  • Galak, Jeff

Abstract

Thankfully, most product consumption experiences are positive. Unfortunately, however, those positive experiences are not always guaranteed to occur, and defects creep into the consumer experience. Though its assertion runs counter to most prescriptions, the current research proposes that exposing consumers to the mere possibility of these negative experiences, occurring in a consumption sequence increases consumers’ happiness with those experiences overtime. Six studies demonstrate this effect and further show that this effect is driven by hedonic responses as a result of favorable uncertainty resolution. That is, with the mere possibility of a negative experience, a consumer, who actually experiences a positive outcome, is likely to feel relief or pleasantness from not having to experience the negative experience. This research enriches existing literature on hedonic adaptation and uncertainty and has significant implications for consumer behavior.

Suggested Citation

  • Yang, Yang & Gu, Yangjie & Galak, Jeff, 2016. "When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation," HEC Research Papers Series 1171, HEC Paris.
  • Handle: RePEc:ebg:heccah:1171
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    Cited by:

    1. Shiyong Zheng & Jiarong Cui & Chaojing Sun & Jiaying Li & Biqing Li & Weili Guan, 2022. "The Effects of the Type of Information Played in Environmentally Themed Short Videos on Social Media on People’s Willingness to Protect the Environment," IJERPH, MDPI, vol. 19(15), pages 1-18, August.
    2. Jianbin Zhao & Zheng Li & Guobao Xiong, 2022. "Triggers and Consequences of Awe in Online Brand Community," SAGE Open, , vol. 12(2), pages 21582440221, May.
    3. Ina Garnefeld & Sabrina Helm & Ann-Kathrin Grötschel, 2020. "May we buy your love? psychological effects of incentives on writing likelihood and valence of online product reviews," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 805-820, December.

    More about this item

    Keywords

    hedonic adaptation; happiness; uncertainty; favorable uncertainty resolution;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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