The Imminent-End Effect: How the Approaching End of an Experience Affects Enjoyment

How does knowing that a pleasurable experience is about to end influence consumers’ enjoyment of it? Evidence from three experiments shows that the imminent end reduces enjoyment when consumers’ perceived control over the hedonic quality of an experience is low, but that it increases enjoyment when perceived control is high.



Citation:

Sarah Wei and Gerald Häubl (2017) ,"The Imminent-End Effect: How the Approaching End of an Experience Affects Enjoyment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 186-190.

Authors

Sarah Wei, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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