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.



Citation:

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.

Authors

Mingyu (Max) Joo, Ohio State University, USA
Wendy Liu, University of California San Diego, USA
Kenneth Wilbur, University of California San Diego, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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