It Tastes Better Conscious: the Role of Attention in Hedonic Consumption Experience

Aner Tal, Duke University
Consumers might enjoy consumption more when not distracted. This conflicts with previous research regarding product sampling but accords with extensive research in psychology. The reason for the discrepancy is explored theoretically and empirically. Study 1 demonstrates a reversal of product-sample evaluations under distraction vs. no distraction when evaluation is given at the time of sampling, rather than following delay. Consumers choose a sampled item more when distracted only if preferences are measured after delay. If preferences are reported during tasting, distracted consumers show lower preference for the sampled product than non-distracted consumers. Study 2 demonstrates the role of beliefs in determining evaluation after delay. The study finds a reversal of the increased preference obtained under. Specifically, when participants received negative product information they showed lower preference under distraction than under low-distraction given delayed preference measurement, reversing the pattern obtained when no information is given.
[ to cite ]:
Aner Tal (2008) ,"It Tastes Better Conscious: the Role of Attention in Hedonic Consumption Experience", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1042-1043.