Absence Dulls the Senses: How Relationship Reminders and Affective Numbing Influence Consumption Enjoyment

Jennifer K. Lee, University of Southern California, USA
Lisa A. Cavanaugh, University of Southern California, USA
Consumption is often enhanced by the presence of others; however, we present a paradoxical effect. Five studies (lab and field) using actual products show that incidental reminders of not having a relationship propagate affective numbing (i.e., diminished perceptual sensitivity to the emotional components of an experience), thereby dulling consumption enjoyment.
[ to cite ]:
Jennifer K. Lee and Lisa A. Cavanaugh (2015) ,"Absence Dulls the Senses: How Relationship Reminders and Affective Numbing Influence Consumption Enjoyment ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 297-301.