What Are Others Thinking?: Hedonic Adaptation in Public Consumption Contexts

Sunaina Chugani, University of Texas at Austin, USA
Julie Irwin, University of Texas at Austin, USA
Consuming products in the presence (vs. absence) of others slows down hedonic adaptation for consumers cognizant of being in public. The knowledge of being observed causes consumers to consider others’ thoughts about their products. Consumers who like their product assume others view their product favorably, and this enjoyment impedes adaptation.
[ to cite ]:
Sunaina Chugani and Julie Irwin (2012) ,"What Are Others Thinking?: Hedonic Adaptation in Public Consumption Contexts", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 255-260.