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Hedonic Contrast Effects Are Larger When Comparisons Are Social

Author

Listed:
  • Carey K Morewedge
  • Meng Zhu
  • Eva C Buechel
  • Vicki G Morwitz
  • Linda L Price
  • Andrea C Morales

Abstract

A hedonic contrast effect occurs when comparing a stimulus to its alternatives makes it better or worse. We find that counterfactual comparisons induce larger hedonic contrast effects when they are also social comparisons. Hedonic contrast effects influence happiness with a food or wage more when another person receives its counterfactual alternative than when no person receives its counterfactual alternative. Social attention, the propensity to attend to the experiences of other people, underlies the larger hedonic contrast effects induced by social comparisons. People pay more attention to counterfactual alternatives when they are also social comparison standards, and this difference in the allocation of attention mediates the larger hedonic contrast effects that social counterfactual comparisons induce. Reducing attentional resources with cognitive load or time pressure reduces the impact of social counterfactual comparisons, and drawing attention to nonsocial counterfactual comparisons increases their impact. Social attention makes comparisons stronger when they are social.

Suggested Citation

  • Carey K Morewedge & Meng Zhu & Eva C Buechel & Vicki G Morwitz & Linda L Price & Andrea C Morales, 2019. "Hedonic Contrast Effects Are Larger When Comparisons Are Social," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 286-306.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:2:p:286-306.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy070
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    Cited by:

    1. Chunhua Wu & Koray Cosguner, 2020. "Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer," Marketing Science, INFORMS, vol. 39(5), pages 974-995, September.
    2. Quan Zheng & Xiajun Amy Pan & Asoo J. Vakharia, 2021. "Product Decoys: A Supply Chain Perspective," Production and Operations Management, Production and Operations Management Society, vol. 30(9), pages 2858-2870, September.
    3. Kaarina Määttä & Satu Uusiautti, 2020. "Educational Psychological Perspectives on Sustainability Education," Sustainability, MDPI, vol. 12(1), pages 1-6, January.
    4. Yuan, Yichao & Xiao, Tiaojun, 2023. "Revelation mechanism and decoy strategy for a supply chain with consumer's perceived substitutability," Omega, Elsevier, vol. 120(C).

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