Underappreciating the Thrill of the Familiar

Five studies show that repeated experiences are surprisingly enjoyable: re-visiting a museum exhibit, re-playing a game, re-watching a video, and re-examining a collage proved much more enjoyable than people predicted. When contemplating future experiences, people may overweight novelty based on a mistaken intuition about the value remaining in the familiar.


Ed O'Brien and Michael Kardas (2017) ,"Underappreciating the Thrill of the Familiar", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 123-128.


Ed O'Brien, University of Chicago, USA
Michael Kardas, University of Chicago, USA


NA - Advances in Consumer Research Volume 45 | 2017

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