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How Nonconsumption Shapes Desire

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  • Xianchi Dai
  • Ayelet Fishbach

Abstract

How does nonconsumption shape desire? The proposed model suggests that desire depends on the length of nonconsumption of a good and the presence of salient alternatives, and that desire is at least partially constructed. In the absence of salient alternatives, a longer nonconsumption period results in stronger desire for the unconsumed good. However, in the presence of salient alternatives, individuals infer that they have developed new tastes, and thus a longer nonconsumption period results in a weaker desire for the unconsumed good. Five studies support this model across nonconsumption of various goods: food from home when attending college (study 1); chametz food during the Passover holiday (study 2); social media (i.e., abstaining from Facebook; study 3); and cultural foods (i.e., forgoing Japanese food, study 4; and Thai food, study 5). We discuss implications of our findings for when and how the experience of desire is constructed and situationally determined.

Suggested Citation

  • Xianchi Dai & Ayelet Fishbach, 2014. "How Nonconsumption Shapes Desire," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 936-952.
    • Handle: RePEc:oup:jconrs:v:41:y:2014:i:4:p:936-952.
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    File URL: http://hdl.handle.net/10.1086/678302
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    Cited by:

    1. Yanping Tu & Dilip Soman, 2022. "The role of timeframes in the retrieval and temporal location judgments of past events," Marketing Letters, Springer, vol. 33(1), pages 19-25, March.
    2. Kao Si & Xianchi Dai, 2022. "The memory-search frame effect: impacts on consumers’ retrieval and evaluation of consumption experiences," Marketing Letters, Springer, vol. 33(1), pages 5-17, March.

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