Savoring and Preferences For Improving Sequences

This research examines the widely proposed, yet previously untested idea that savoring underlies preferences for improving sequences. By weakening preferences for improving sequences using experimental and natural manipulations of savoring, we provide support for a savoring account of preferences for improving sequences.


Charlene K. Chu, Suzanne B. Shu, and Stephen A. Spiller (2014) ,"Savoring and Preferences For Improving Sequences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 778-778.


Charlene K. Chu, UCLA Anderson School of Management
Suzanne B. Shu, UCLA Anderson School of Management
Stephen A. Spiller, UCLA Anderson School of Management


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More


The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

Read More


The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.