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Anticipating Adaptation to Products

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  • Jing Wang
  • Nathan Novemsky
  • Ravi Dhar

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.

Suggested Citation

  • Jing Wang & Nathan Novemsky & Ravi Dhar, 2009. "Anticipating Adaptation to Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 149-159.
    • Handle: RePEc:oup:jconrs:doi:10.1086/597050
    DOI: 10.1086/597050
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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.
    2. Joseph K. Goodman & Selin A. Malkoc & Brittney L. Stephenson, 2016. "Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 497-508.
    3. Ein-Gar, Danit & Goldenberg, Jacob & Sagiv, Lilach, 2012. "The role of consumer self-control in the consumption of virtue products," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 123-133.
    4. Lee, Shinhyoung & Park, Kiwan, 2022. "How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Karma Lhendup & Bhagirathi Panda, 2023. "Factors Determining the Revisit Intentions of the Tourists: A Case Study of Bhutan," Millennial Asia, , vol. 14(2), pages 175-199, June.
    6. Ana Paula Kieling & Vinicius Andrade Brei & Valter Afonso Vieira, 2016. "The Influence of Negative Surprise on Hedonic Adaptation," Brazilian Business Review, Fucape Business School, vol. 13(3), pages 111-132, May.

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