סמינר בשיווק

Speaker: Haiyang Yang

Abstract: We investigate conditions under which having more can be less satisfying. In Study 1, participants were either given a set of two goods to consume or asked to choose one of the goods to consume. Compared to those who had both goods, participants who chose considered the target consumption goal relatively less; regardless of what they chose, their satisfaction with the selected item was higher than the satisfaction with the same item of participants who had both items. Study 2 directly manipulated participants’ focus on the consumption goal during choice, demonstrating that increased consideration of the goal attenuated the satisfaction difference between choice and consumption, and that the pattern of results could not simply be explained by empowering effects of choice. Study 3 showed that having two goods with each perceived as superior to the other in fulfilling different aspects of the consumption goal, could be less satisfying than having just one of the goods. Study 4 showed that the dampening effect on satisfaction can be enduring rather than momentary. Study 5 explored means to overcome the dampening effect—presenting products as fulfilling distinct consumption goals can attenuate the negative impact on satisfaction.