Anticipating Adaptation to Products

Publication Type

Journal Article

Publication Date

2008

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.

Discipline

Entrepreneurial and Small Business Operations

Research Areas

Operations Management

Publication

Journal of Consumer Research

Volume

36

Issue

2

First Page

149

Last Page

159

ISSN

0093-5301

Identifier

10.1086/597050

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