Switching Costs: How Clustering Attenuates Hedonic Decline

Should consumers cluster the same experiences together or intermix different experiences in repeated consumptions for maximal enjoyment? Contrary to the leading theory of variety, this project shows that consumers would enjoy for longer when the same experiences are clustered because they spontaneously notice more different details during the exposures.



Citation:

Jinjie Chen and Joseph P. Redden (2019) ,"Switching Costs: How Clustering Attenuates Hedonic Decline", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 508-509.

Authors

Jinjie Chen, University of Minnesota, USA
Joseph P. Redden, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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