Pleasures of Different Intensity Levels: Properties of Their Online Hedonic Ratings and Their Impact on Consumption Behavior

ABSTRACT - The study reported in this paper focused on sensory pleasures of different intensity at the onset of a consumption episode. The objective was to model the pattern of change, as the episode unfolded, in online hedonic ratings (pleasure and desire to consume next unit) and to study the relationship between initial pleasure intensity and amount consumed. Twenty-two adults (14 women, 8 men) participated and consumed three different flavors of dark chocolate selected on an idiosyncratic basis to induce sensory pleasures of a broad range of intensity. The three chocolates were consumed in three separate test sessions following an identical procedure. Results suggest two important properties of online hedonic ratings: (1) moment-to-moment pattern of change reflects a Markov property, (2) increases in initial pleasure intensity are associated with diminishing marginal hedonic responses overall (observed for both pleasure and desire). Initial pleasure intensity was positively related to the amount consumed, but not by as large a quantity as might be expected. Theoretical and managerial implications are discussed.



Citation:

Jordan L. Le Bel and Laurette Dube (2001) ,"Pleasures of Different Intensity Levels: Properties of Their Online Hedonic Ratings and Their Impact on Consumption Behavior", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 411.

Advances in Consumer Research Volume 28, 2001     Page 411

PLEASURES OF DIFFERENT INTENSITY LEVELS: PROPERTIES OF THEIR ONLINE HEDONIC RATINGS AND THEIR IMPACT ON CONSUMPTION BEHAVIOR

Jordan L. Le Bel, Concordia University

Laurette Dube, McGill University

ABSTRACT -

The study reported in this paper focused on sensory pleasures of different intensity at the onset of a consumption episode. The objective was to model the pattern of change, as the episode unfolded, in online hedonic ratings (pleasure and desire to consume next unit) and to study the relationship between initial pleasure intensity and amount consumed. Twenty-two adults (14 women, 8 men) participated and consumed three different flavors of dark chocolate selected on an idiosyncratic basis to induce sensory pleasures of a broad range of intensity. The three chocolates were consumed in three separate test sessions following an identical procedure. Results suggest two important properties of online hedonic ratings: (1) moment-to-moment pattern of change reflects a Markov property, (2) increases in initial pleasure intensity are associated with diminishing marginal hedonic responses overall (observed for both pleasure and desire). Initial pleasure intensity was positively related to the amount consumed, but not by as large a quantity as might be expected. Theoretical and managerial implications are discussed.

----------------------------------------

Authors

Jordan L. Le Bel, Concordia University
Laurette Dube, McGill University



Volume

NA - Advances in Consumer Research Volume 28 | 2001



Share Proceeding

Featured papers

See More

Featured

B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.