When It Could Have Been Worse, It Gets Better? the Effect of Uncertainty on Hedonic Adaptation

Consumers’ overall happiness with a sequence of experiences fades slower when they are unsure if the sequence of upcoming consumption experiences will be uniformly positive or not. This is driven by the mitigating role that happiness with acquisition plays in slowing hedonic adaptation. Four experiments demonstrate and explain this phenomenon.


Yang Yang, Yangjie Gu, and Jeff Galak (2014) ,"When It Could Have Been Worse, It Gets Better? the Effect of Uncertainty on Hedonic Adaptation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 220-224.


Yang Yang, Carnegie Mellon University, USA
Yangjie Gu, Tilburg University, The Netherlands
Jeff Galak, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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