The Intensification Effect of Quantity Specificity on Consumption Experience Over Time

Claire Tsai, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
We propose and demonstrate that specifying consumption quantity interferes with the process of hedonic adaptation by increasing attention to the consumption event as the event comes to an end. The heightened attention in turn intensifies the experience toward the end. Consequently, quantity specificity enhances positive experiences and worsens negative ones.
[ to cite ]:
Claire Tsai and Min Zhao (2015) ,"The Intensification Effect of Quantity Specificity on Consumption Experience Over Time", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 571-572.