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
From a Culinary Phantasm to an Eudaimonic Well-Being : Exploring The Experience of Amateur Cooking Classes
Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA