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Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation

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  • Jeff Galak
  • Justin Kruger
  • George Loewenstein

Abstract

Consumers often choose how quickly to consume things they enjoy. The research presented here demonstrates that they tend to consume too rapidly, growing tired of initially well-liked stimuli such as a favorite snack (experiments 1 and 4) or an enjoyable video game (experiments 2 and 3) more quickly than they would if they slowed consumption. The results also demonstrate that such overly rapid consumption results from a failure to appreciate that longer breaks between consumption episodes slow satiation. The results present a paradox: Participants who choose their own rate of consumption experience less pleasure than those who have a slower rate of consumption chosen for them.

Suggested Citation

  • Jeff Galak & Justin Kruger & George Loewenstein, 2013. "Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 993-1009.
    • Handle: RePEc:oup:jconrs:doi:10.1086/666597
    DOI: 10.1086/666597
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    Cited by:

    1. Anna Rogala & Renata Nestorowicz & Ewa Jerzyk, 2020. "On the Way to Food Well-Being. A Critical Analysis of the Food Well-Being Concept and the Possibilities of Its Empirical Verification," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 31-48.
    2. Miguel Godinho de Matos & Pedro Ferreira, 2020. "The Effect of Binge-Watching on the Subscription of Video on Demand: Results from Randomized Experiments," Information Systems Research, INFORMS, vol. 31(4), pages 1337-1360, December.
    3. Joseph K. Goodman & Selin A. Malkoc & Brittney L. Stephenson, 2016. "Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 497-508.
    4. Kaufmann, Marc, 2022. "Projection bias in effort choices," Games and Economic Behavior, Elsevier, vol. 135(C), pages 368-393.
    5. Newman, Andrew H. & Tafkov, Ivo D. & Waddoups, Nathan J. & Xiong, Xiaomei Grazia, 2024. "The effect of reward frequency on performance under cash rewards and tangible rewards," Accounting, Organizations and Society, Elsevier, vol. 112(C).
    6. Brianna JeeWon Paulich & V. Kumar, 2021. "Relating entertainment features in screenplays to movie performance: an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1222-1242, November.
    7. Appel, Gil & Libai, Barak & Muller, Eitan & Shachar, Ron, 2020. "On the monetization of mobile apps," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 93-107.
    8. Jordan Etkin & Cassie Mogilner, 2016. "Does Variety Among Activities Increase Happiness?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 210-229.
    9. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    10. Haenlein, Michael & Libai, Barak & Muller, Eitan, 2023. "Satiation and cross promotion: Selling and swapping users in mobile games," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 342-361.
    11. Galak, Jeff & Kim, Jinwoo & Redden, Joseph P., 2022. "Identifying the temporal profiles of hedonic decline," Organizational Behavior and Human Decision Processes, Elsevier, vol. 169(C).
    12. Chris Janiszewski & Aparna A. Labroo & Derek D. Rucker, 2016. "A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 200-209.
    13. Sam K. Hui, 2017. "Understanding repeat playing behavior in casual games using a Bayesian data augmentation approach," Quantitative Marketing and Economics (QME), Springer, vol. 15(1), pages 29-55, March.
    14. Reich, Taly & Fulmer, Alexander G. & Dhar, Ravi, 2022. "In the face of self-threat: Why ambivalence heightens people’s willingness to act," Organizational Behavior and Human Decision Processes, Elsevier, vol. 168(C).
    15. Ana Paula Kieling & Vinicius Andrade Brei & Valter Afonso Vieira, 2016. "The Influence of Negative Surprise on Hedonic Adaptation," Brazilian Business Review, Fucape Business School, vol. 13(3), pages 111-132, May.

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