Contrast Against the Future: the Unexpected Effect of Expectation

We demonstrate that, although people do not contrast their enjoyment of a current experience against their enjoyment of a preceding experience, they do contrast it against their enjoyment of an anticipated experience. Classical music becomes more enjoyable when anticipating an irritating noise, but not following an irritating noise. Similarly, an irritating noise becomes more irritating when anticipating pleasant music, but not following pleasant music. This forward-looking hedonic contrast effect occurs across domains, can lead to greater enjoyment of declining rather than improving sequences, but does not obtain when the current experience is ambiguously valenced (in which case assimilation occurs).



Citation:

Tom Meyvis and Leif Nelson (2010) ,"Contrast Against the Future: the Unexpected Effect of Expectation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 215-218 .

Authors

Tom Meyvis, New York University, USA
Leif Nelson, University of California at Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More

Featured

M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

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.