Featured Research

from universities, journals, and other organizations

Why does explaining why a cupcake is delicious make us love it less?

Date:
October 26, 2011
Source:
Journal of Consumer Research
Summary:
When consumers share their thoughts about products or experiences, their opinions can intensify, according to a new study. But it depends on whether they're talking about something sensory or practical.

When consumers share their thoughts about products or experiences, their opinions can intensify, according to a new study in the Journal of Consumer Research. But it depends on whether they're talking about something sensory or practical.

"Consumers constantly share stories with others about products and services through word of mouth (WOM)," writes author Sarah G. Moore (University of Alberta). "How does sharing WOM change storytellers' feelings about their own experiences? Does sharing stories make consumers like the experience more or less than before? Moore asks.

In her experiments, Moore found that people have different reactions to explaining and sharing different types of experiences. She gives the example of a consumer who might explain that she bought some divine chocolate cupcakes for a friend's birthday -- or that she loves her new USB stick because it holds all her files in one place.

People who are explaining and sharing hedonic (sensory or emotional) experiences have their emotions dampened, Moore found. "Explaining why a chocolate cupcake tasted so divine makes us love the cupcake a little less, while explaining why a movie was so horrible makes us hate the movie a little less," Moore explains. And people who share about hedonic experiences are less likely to spread word-of-mouth opinions about them in the future.

On the other hand, utilitarian (cognitive) experiences, such as using a USB stick or a cleaning product are based on functions instead of emotions; explaining helps consumers understanding the experience. "Explaining why a USB stick is so great makes us like the USB stick more, while explaining why a cleaning product is so horrible makes us dislike the cleaning product more," Moore writes. In addition, consumers who share about utilitarian experiences are more likely to spread word-of-mouth information about them in the future.

"In short, some things really are best left unsaid," writes Moore. "Although we have a natural tendency to explain the events in our lives, it is not always in our best interests to do so."


Story Source:

The above story is based on materials provided by Journal of Consumer Research. Note: Materials may be edited for content and length.


Journal Reference:

  1. Sarah G. Moore. Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller. Journal of Consumer Research, April 2012 (published online Aug. 15, 2011) [link]

Cite This Page:

Journal of Consumer Research. "Why does explaining why a cupcake is delicious make us love it less?." ScienceDaily. ScienceDaily, 26 October 2011. <www.sciencedaily.com/releases/2011/10/111021125759.htm>.
Journal of Consumer Research. (2011, October 26). Why does explaining why a cupcake is delicious make us love it less?. ScienceDaily. Retrieved July 29, 2014 from www.sciencedaily.com/releases/2011/10/111021125759.htm
Journal of Consumer Research. "Why does explaining why a cupcake is delicious make us love it less?." ScienceDaily. www.sciencedaily.com/releases/2011/10/111021125759.htm (accessed July 29, 2014).

Share This




More Mind & Brain News

Tuesday, July 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. 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