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The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects

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  • Novemsky, Nathan
  • Ratner, Rebecca K

Abstract

Results from four experiments indicate that people expect to enjoy an experience more when it will follow a worse experience. We find that consumers expect hedonic contrast effects even when they do not experience such effects. Whereas individuals remember the absence of contrast effects after a short delay (study 1), individuals reporting retrospective judgments after a long delay (study 2) recalled that they had experienced contrast effects. These biased memories about contrast effects are eliminated when individuals focus on enjoyment during the experience. The present experiments document the time course of erroneous beliefs about contrast effects, mechanisms underlying their resistance to change, and the impact of these expectations about contrast effects on consumer choice. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Novemsky, Nathan & Ratner, Rebecca K, 2003. "The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 507-516, March.
    • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:507-16
    DOI: 10.1086/346246
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    Cited by:

    1. Shane Frederick & George Loewenstein, 2008. "Conflicting motives in evaluations of sequences," Journal of Risk and Uncertainty, Springer, vol. 37(2), pages 221-235, December.
    2. Witt, Ulrich & Binder, Martin, 2013. "Disentangling motivational and experiential aspects of “utility” – A neuroeconomics perspective," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 27-40.
    3. Wagner Junior Ladeira & Rafael Mendes Lubeck & Clecio Falcao Araujo, 2013. "Consumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(2), pages 26-33, May.
    4. Juliano Laran & Eva Buechel, 2017. "Mental Resources Increase Preference for Dissimilar Experiences," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 123-135.
    5. Tom Meyvis & Stijn M J Van Osselaer & Dahl DarrenEditor & Eileen FischerEditor & Gita JoharEditor & Vicki MorwitzEditor, 2018. "Increasing the Power of Your Study by Increasing the Effect Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1157-1173.
    6. Maier, Erik, 2019. "Serial product evaluations online: A three-factor model of leadership, fluency and tedium during product search," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 558-579.
    7. Aparupa Das Gupta & Uday S. Karmarkar & Guillaume Roels, 2016. "The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration," Management Science, INFORMS, vol. 62(5), pages 1278-1296, May.

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