Anticipation of Future Variety Reduces Satiation from Current Experiences

Satiation frequently occurs from repeated consumption of the same items over time. However, results from five experiments show that when people anticipate consuming something different in the future, they satiate at a slower rate in the present. The authors find the effect in both food and nonfood consumption settings using different approaches to measure satiation. This effect is cognitive; specifically, anticipating variety in future consumption generates positive thoughts about that future experience. The authors find two boundary conditions: the future consumption outcome must be (1) in a related product category and (2) at least as attractive as the present consumption outcome. The authors rule out potential alternative explanations such as mere exposure to variety, the possibility that the future experience is more attractive (rather than just different) than the current one, and perceptions of scarcity associated with the item consumed in the present.

• 저널Journal of Marketing Research · 53(6) · 954–968
• 토픽Decision-Making and Behavioral Economics · General Decision Sciences
• DOI10.1509/jmr.14.0360
• 저자Julio Sevilla, Jiao Zhang, Barbara E. Kahn