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Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product

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  • Raghunathan, Rajagopal
  • Irwin, Julie R

Abstract

Consumers often browse through many products (a product context) before evaluating a particular target product. We examine the influence of four product context characteristics on happiness with a target product: pleasantness, sequence, domain match with target (i.e., whether products in the context set belong to the same category as the target), and context set size. When context and target match, pleasant and improving (compared to less pleasant and worsening) contexts induce less happiness with the target product. When there is domain mismatch, however, the results are reversed. Furthermore, the assimilation effects are significantly influenced by set size, but the contrast effects are not. While the contrast effects appear to occur by default and appear to be driven by a process of comparison, the assimilation effects appear to be driven by mood. These effects hold even when perception of domain match is manipulated via instructional framing. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Raghunathan, Rajagopal & Irwin, Julie R, 2001. "Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 355-368, December.
    • Handle: RePEc:oup:jconrs:v:28:y:2001:i:3:p:355-68
    DOI: 10.1086/323727
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    1. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    2. Heather Honea & Sharon Horsky, 2012. "The power of plain: Intensifying product experience with neutral aesthetic context," Marketing Letters, Springer, vol. 23(1), pages 223-235, March.
    3. Chang, Chun-Wei & Zhang, Jonathan Z., 2016. "The Effects of Channel Experiences and Direct Marketing on Customer Retention in Multichannel Settings," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 77-90.
    4. Hasford, Jonathan & Farmer, Adam, 2016. "Responsible you, despicable me: Contrasting competitor inferences from socially responsible behavior," Journal of Business Research, Elsevier, vol. 69(3), pages 1234-1241.
    5. Belvedere, Valeria & Goodwin, Paul, 2017. "The influence of product involvement and emotion on short-term product demand forecasting," International Journal of Forecasting, Elsevier, vol. 33(3), pages 652-661.
    6. Kim, Aekyoung, 2022. "The paradox in happiness sales: How can happiness primes backfire?," Journal of Business Research, Elsevier, vol. 146(C), pages 540-552.
    7. Angela Y. Lee, 2013. "A Closer look at reference price: A commentary," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 151-154, September.
    8. Lee, Seonjeong Ally & Oh, Haemoon, 2017. "Sharing travel stories and behavioral outcomes: A case of travel," Tourism Management, Elsevier, vol. 62(C), pages 147-158.
    9. Drichoutis, Andreas & Nayga, Rodolfo & Klonaris, Stathis, 2010. "The Effects of Induced Mood on Preference Reversals and Bidding Behavior in Experimental Auction Valuation," MPRA Paper 25597, University Library of Munich, Germany.
    10. Jin, Ziniu, 2024. "Feeling bored, seeking more? The assimilation and contrast effect of environmental monotony on variety seeking behavior," International Review of Economics & Finance, Elsevier, vol. 93(PA), pages 148-161.
    11. Li Xiao & Min Ding, 2014. "Just the Faces: Exploring the Effects of Facial Features in Print Advertising," Marketing Science, INFORMS, vol. 33(3), pages 338-352, May.
    12. Huifeng Pan & Hong-Youl Ha, 2021. "Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation during the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    13. Wei, Yujie & Donthu, Naveen & Bernhardt, Kenneth L., 2013. "Effects of cognitive age, dispositional time perceptions, and time view manipulations on product attribute evaluations," Journal of Business Research, Elsevier, vol. 66(11), pages 2171-2177.
    14. Millet, Kobe & Lamey, Lien & Van den Bergh, Bram, 2012. "Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times," Organizational Behavior and Human Decision Processes, Elsevier, vol. 117(2), pages 275-284.
    15. Yingxue Xia & Hong-Youl Ha, 2021. "Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China," Sustainability, MDPI, vol. 13(3), pages 1-16, January.

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