Crush on You: Romantic Crush Increases Consumers’ Preferences For Strong Sensory Stimuli

We show that romantic crush could enhance consumers’ subsequent preference for products or services that elicit stronger (vs. weaker) sensory stimulation (e.g., a louder store music, a more strongly-flavored food). This is because people in a romantic crush have an unsatisfied desire for sensory stimulations from their desired social target.


Xun (Irene) Huang, Ping Dong, and Meng Zhang (2016) ,"Crush on You: Romantic Crush Increases Consumers’ Preferences For Strong Sensory Stimuli", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 493-494.


Xun (Irene) Huang, Nanyang Technological University, Singapore
Ping Dong, University of Toronto, Canada
Meng Zhang, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 44 | 2016

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