Social Standards and the Construction of Hedonic Value

Meng Zhu, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
Daniel Gilbert, Harvard University, USA
Kristian Myrseth, Karim Kassam, Timothy Wilson, European School of Management and Technology, Germany; Carnegie Mellon University, USA; University of Virginia, USA
We argue that hedonic contrast effects occur when experiences are unengaging or when comparisons are easy to make. We demonstrate that as social comparison is automatic, social standards can evoke hedonic contrasts in situations where non-social standard don’t, and we show that social comparison can lead to suboptimal decisions.
[ to cite ]:
Meng Zhu, Carey Morewedge, Daniel Gilbert, and Kristian Myrseth, Karim Kassam, Timothy Wilson (2011) ,"Social Standards and the Construction of Hedonic Value", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.