Anticipating Adaptation to Products

Jing Wang, Singapore Management University, Singapore
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
For products that deliver their value over time, the purchase decision often depends on predictions of future product enjoyment. This research shows that people often fail to predict hedonic adaptation to products, and explores antecedents and consequences of this error. We demonstrate that this prediction failure arises because of a failure to spontaneously consider adaptation and apply largely correct intuitive beliefs about adaptation. We find that making prospective duration salient can cue beliefs about hedonic adaptation, which, once cued, influence purchase decisions.
[ to cite ]:
Jing Wang, Nathan Novemsky, and Ravi Dhar (2009) ,"Anticipating Adaptation to Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 56-59.