Savoring and Preferences For Improving Sequences

Charlene K. Chu, UCLA Anderson School of Management
Suzanne B. Shu, UCLA Anderson School of Management
Stephen A. Spiller, UCLA Anderson School of Management
This research examines the widely proposed, yet previously untested idea that savoring underlies preferences for improving sequences. By weakening preferences for improving sequences using experimental and natural manipulations of savoring, we provide support for a savoring account of preferences for improving sequences.
[ to cite ]:
Charlene K. Chu, Suzanne B. Shu, and Stephen A. Spiller (2014) ,"Savoring and Preferences For Improving Sequences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 778-778.