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Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation

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  • Jeff Galak
  • Joseph P. Redden
  • Justin Kruger

Abstract

Consumers frequently consume items to the point where they no longer enjoy them. In a pilot study and two experiments spanning three distinct classes of stimuli, we find that people can recover from this satiation by simply recalling the variety of alternative items they have consumed in the past. And yet, people seem to exhibit "variety amnesia" in that they do not spontaneously recall this past variety despite the fact that it would result in a desirable decrease in satiation. Thus, rather than satiation being a fixed physiological process, it appears that it is at least partially constructed in the moment. We discuss some of the theoretical implications of these findings and provide some prescriptive measures for both marketers and consumers. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jeff Galak & Joseph P. Redden & Justin Kruger, 2009. "Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 575-584, December.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:4:p:575-584
    DOI: 10.1086/600066
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    Citations

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    Cited by:

    1. Joo-Eon Jeon & Eun Mi Lee, 2020. "The Effect of Sensory Satiety on Perceived Benefits: The Case of Aesthetic Consumption in South Korea," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    2. Petit, Olivia & Spence, Charles & Velasco, Carlos & Woods, Andy T. & Cheok, Adrian D., 2017. "Changing the influence of portion size on consumer behavior via imagined consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 240-248.
    3. Liang Huang & Rafay A. Siddiqui & Anastasiya Pocheptsova Ghosh, 2024. "More of the same: Painful payment methods decrease variety seeking," Marketing Letters, Springer, vol. 35(4), pages 533-545, December.
    4. 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).
    5. Wang, Xia & Sun, Luping & Keh, Hean Tat, 2013. "Consumer responses to variety in product bundles: The moderating role of evaluation mode," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 335-342.
    6. 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.
    7. Antón, Carmen & Camarero, Carmen & Garrido, María-José, 2018. "A journey through the museum: Visit factors that prevent or further visitor satiation," Annals of Tourism Research, Elsevier, vol. 73(C), pages 48-61.
    8. 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).
    9. Jihyeon Oh & Dae Hee Kim & Daehwan Kim, 2022. "Exploring Experiential Patterns Depending on Time Lapses in Virtual Reality Spectatorship (VRS): The Role of Interruption in Reducing Satiation," Sustainability, MDPI, vol. 14(24), pages 1-14, December.
    10. Noelle M. Nelson & Joseph P. Redden, 2017. "Remembering Satiation: The Role of Working Memory in Satiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 633-650.

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