When, How, and Why Hedonic Adaptation Generates a New Consumer Desire
This work shows preliminary results of a model developed from a 10-month longitudinal study designed to test whether the emergence of a new desire comes from consumer hedonic adaptation processes. Partial results show such an effect. The current level of enjoyment with a product, consequence of hedonic adaptation, influences desire.
Rodolfo Azambuja, Vinicius Andrade Brei, and Leonardo Nicolao (2016) ,"When, How, and Why Hedonic Adaptation Generates a New Consumer Desire", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 718-718.
Rodolfo Azambuja, Universidade Federal do Rio Grande do Sul, Brazil
Vinicius Andrade Brei, Universidade Federal do Rio Grande do Sul, Brazil
Leonardo Nicolao, Universidade Federal do Rio Grande do Sul, Brazil
NA - Advances in Consumer Research Volume 44 | 2016
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