Social Standards and the Construction of Hedonic Value

We argue that hedonic contrast effects occur when experiences are unengaging or when comparisons are easy to make. We demonstrate that as social comparison is automatic, social standards can evoke hedonic contrasts in situations where non-social standard don’t, and we show that social comparison can lead to suboptimal decisions.


Meng Zhu, Carey Morewedge, and Daniel Gilbert (2011) ,"Social Standards and the Construction of Hedonic Value", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Meng Zhu, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
Daniel Gilbert, Harvard University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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