Featured Research

from universities, journals, and other organizations

The Honeymoon's Over: Consumers Overestimate Enjoyment Of Products

Date:
February 23, 2009
Source:
University of Chicago Press Journals
Summary:
That fancy iPod or car with a sunroof might seem appealing when you're about to buy it, but chances are the enjoyment will be short-lived. According to a new study, enjoyment of products decreases over time, but people are not often aware of this process.

That fancy iPod or car with a sunroof might seem appealing when you're about to buy it, but chances are the enjoyment will be short-lived. According to a new study in the Journal of Consumer Research, enjoyment of products decreases over time, but people are not often aware of this process.

Authors Jing Wang (Singapore Management University), Nathan Novemsky, and Ravi Dhar (both Yale University), examine why predictions of future product enjoyment don't tend to match reality. "We show that consumers overestimate the long-term enjoyment from various products including toys, cars, stereos, iPods, and digital cameras when making a purchase decision, even though when asked directly, they seem to know that they will enjoy these products less over time," write the authors.

In one experiment, participants were asked to make a choice between two cars: a base model and the same care with a sunroof for an additional $900. "Before choosing a car, one group predicted how much they would enjoy the sunroof several months after purchase, while another predicted enjoyment at two points, both immediately after purchase and several months later, to simulate the progression of time," write the authors. "The latter group accurately expected their enjoyment of the sunroof to diminish over time, while the former group overestimated their enjoyment level for the sunroof several months after purchase."

It seems when people pay attention to how long they will use a product and think about the way their enjoyment will change over time, preferences shift from higher-priced items with extra features to cheaper, simpler options. In the sunroof study, only 26 percent of the participants who thought about their enjoyment over the duration of time wanted to buy the car with the sunroof, while 61 percent of the other participants said they would purchase it.

"These findings may help explain why people overspend on frivolous items or expensive extra product features whose enjoyment will be short-lived," the authors write.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Jing Wang, Nathan Novemsky, and Ravi Dhar. Anticipating Adaptation to Products. Journal of Consumer Research, 2009; 0 (0): 090113072249039 DOI: 10.1086/597050

Cite This Page:

University of Chicago Press Journals. "The Honeymoon's Over: Consumers Overestimate Enjoyment Of Products." ScienceDaily. ScienceDaily, 23 February 2009. <www.sciencedaily.com/releases/2009/02/090223221535.htm>.
University of Chicago Press Journals. (2009, February 23). The Honeymoon's Over: Consumers Overestimate Enjoyment Of Products. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2009/02/090223221535.htm
University of Chicago Press Journals. "The Honeymoon's Over: Consumers Overestimate Enjoyment Of Products." ScienceDaily. www.sciencedaily.com/releases/2009/02/090223221535.htm (accessed July 24, 2014).

Share This




More Mind & Brain News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Newsy (July 23, 2014) An 8-year-old boy helped his younger brother, who has a rare genetic condition that's confined him to a wheelchair, finish a triathlon. Video provided by Newsy
Powered by NewsLook.com
Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Newsy (July 22, 2014) The 83 new genetic markers could open dozens of new avenues for schizophrenia treatment research. Video provided by Newsy
Powered by NewsLook.com
Why Do People Believe We Only Use 10 Percent Of Our Brains?

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Newsy (July 22, 2014) The new sci-fi thriller "Lucy" is making people question whether we really use all our brainpower. But, as scientists have insisted for years, we do. Video provided by Newsy
Powered by NewsLook.com
Do Obese Women Have 'Food Learning Impairment'?

Do Obese Women Have 'Food Learning Impairment'?

Newsy (July 18, 2014) Yale researchers tested 135 men and women, and it was only obese women who were deemed to have "impaired associative learning." Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins