The Construction of Satiation: Recalling Related Intervening Experiences Accelerates Recovery From Satiation

Jeff Galak, New York University, USA
Joseph Redden, University of Minnesota, USA
Justin Kruger, New York University, USA
Consumers often overindulge and satiate. Although time and variety tend to help recover this lost enjoyment, we propose that feelings of satiation are malleable and are constructed, in part, based on salient past experiences at the time of evaluation. Four experiments demonstrate this across three domains: food, social interaction, and music. We show that by making related intervening experiences salient, recovery from satiation for an initially satiated stimulus is accelerated. We develop a theoretical account of this phenomenon and provide some prescriptive measures for both marketers and consumers.
[ to cite ]:
Jeff Galak, Joseph Redden, and Justin Kruger (2009) ,"The Construction of Satiation: Recalling Related Intervening Experiences Accelerates Recovery From Satiation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 86-89.