How Anticipating Future Variety Curbs Consumer Boredom
Episode Description
New research shows that when consumers are offered more variety for future consumption, their perception of present satisfaction changes. The paper, "Anticipation of Future Variety Reduces Satiation from Current Experiences," was coauthored by Wharton's Barbara Kahn, Julio Sevilla from the University of Georgia and Jiao Zhang from the University of Oregon and was published in the Journal Of Marketing Research. 📂 Marketing 🏷️ Research
Brief Summary
Barbara Kahn explains how anticipating future variety reduces current consumption boredom and enhances enjoyment.
Key points
- Surprising Insights on Consumption. Research shows that knowing about future variety can reduce boredom with current consumption.
- The Power of Anticipation. Barbara Kahn reveals how anticipating future variety can enhance current enjoyment.
Ask about Knowledge at Wharton
Episode highlights
- Surprising Insights on ConsumptionResearch shows that knowing about future variety can reduce boredom with current consumption.“You might enjoy the anticipation of the event more than the event itself.”2:59Jun 26, 2017
- The Power of AnticipationBarbara Kahn reveals how anticipating future variety can enhance current enjoyment.“Anticipating variety affects your current consumption.”3:09Jun 26, 2017
