Reward Salience Vs . Hedonic Adaptation: Liking Vs . Wanting in Response to Sequential Persuasion
Our research demonstrates the divergence of liking versus wanting responses after sequential exposures to persuasive messages, using a large field experiment involving more than 100,000 subjects. Whereas wanting is driven by reward salience, which grows with exposures, liking is driven by hedonic adaptation, and wanes with exposures.
Mingyu (Max) Joo, Wendy Liu, and Kenneth Wilbur (2018) ,"Reward Salience Vs . Hedonic Adaptation: Liking Vs . Wanting in Response to Sequential Persuasion", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 19-23.
Mingyu (Max) Joo, Ohio State University, USA
Wendy Liu, University of California San Diego, USA
Kenneth Wilbur, University of California San Diego, USA
E - European Advances in Consumer Research Volume 11 | 2018
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China