The Intensification Effect: Increasing Perceived Repetition Reduces Adaptation When Attending to Distinguishing Aspects

Nükhet Agar, Koc University, Turkey
Baler Bilgin, Koc University, Turkey
We clarify the role of perceived repetition in hedonic adaptation, by demonstrating that enhancing perceived repetition intensifies consumers' reactions to the aspects they attend to. Four lab experiments show that increasing perceived repetition increases (vs. reduces) adaptation when consumers attend to the non-distinguishing (vs. distinguishing) aspects of their experiences.
[ to cite ]:
Nükhet Agar and Baler Bilgin (2015) ,"The Intensification Effect: Increasing Perceived Repetition Reduces Adaptation When Attending to Distinguishing Aspects", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 446-447.