Favorites Fall Faster: Greater Liking Leads to Greater Satiation

Alexander DePaoli, Stanford University, USA
Uzma Khan, Stanford University, USA
Satiation is the process by which consumers "get tired" of hedonic products. We investigate the role of initial liking on the rate of satiation, and we find that consumers satiate at a faster rate to products that they initially like more than to products that they initially like less.
[ to cite ]:
Alexander DePaoli and Uzma Khan (2014) ,"Favorites Fall Faster: Greater Liking Leads to Greater Satiation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 220-224.