The influence of stress on satiation from products and experiences

This research examines how stress affects satiation from consumption experiences. A defining property of stress is the perception that the current environment is uncontrollable. Across four studies, we find that stress, via its influence on the perception of control, can reduce satiation from art, music, gaming, and eating. When it comes to consumption experiences (e.g., listening to music), many aspects typically comprise them (e.g., vocals, melody). We find that stressed consumers pursue a sense of control by attempting to establish patterns between these different aspects to make sense of their environment. This pattern recognition, in turn, delays adaptation to any one aspect and reduces satiation. The findings contribute to our understanding of overconsumption, as stress may increase consumption when consumers take longer to satiate from product experiences. This research also provides implications for managers, who can adapt their offers based on how stressful an environment is to consumers.