Anticipating Variety Reduces Satiation From a Current Experience

Julio Sevilla, University of Georgia, USA
Jiao Zhang, University of Miami, USA
Barbara E. Kahn, University of Pennsylvania, USA
This paper demonstrates that anticipating having a varied consumption experience in a given domain reduces satiation from a current related episode. We show that this effect is driven by the degree to which consumers savor the current experience and the amount of thoughts associated to the upcoming consumption episode.
[ to cite ]:
Julio Sevilla, Jiao Zhang, and Barbara E. Kahn (2013) ,"Anticipating Variety Reduces Satiation From a Current Experience", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.