Featured Research

from universities, journals, and other organizations

Don’t burn out: Enjoy your favorite products more by consuming them less frequently

Date:
August 15, 2012
Source:
University of Chicago Press Journals
Summary:
Consumers enjoy products more in the long run if they don't overuse them when first purchased, according to a new study.

Consumers enjoy products more in the long run if they don't overuse them when first purchased, according to a new study in the Journal of Consumer Research.

"Consumers are naturally prone to consume products they enjoy too rapidly for their own good, growing tired of them more quickly than they would if they slowed down," write authors Jeff Galak (Carnegie Mellon University), Justin Kruger (New York University), and George Loewenstein (Carnegie Mellon University).

We often face decisions about how rapidly to consume products we enjoy: how quickly to eat a favorite dessert; how often to listen to a favorite song; or how frequently to play a new video game. But do we make choices that maximize our enjoyment of such products? It turns out that there may a selfish reason to resist the temptation to overindulge.

The authors asked consumers to eat a well-liked food such as chocolate or play an exciting video game either at their own pace or at longer intervals. When consumers were given the ability to choose a rate of consumption and that decision was constrained to force them to consume slowly, they enjoyed the overall experience more than those who either chose their rate of consumption in an unconstrained manner or those whose rate of consumption was chosen for them.

Because consumers choose to consume too quickly, they don't appreciate that spacing out consumption decreases satiation and thereby increases enjoyment. Paradoxically, we tend to make choices that will bring us less pleasure overall.

"When you are lucky enough to be able to choose how often to consume the things you enjoy, space out your consumption. Not only will the experience last longer, but it will be more enjoyable as well," the authors conclude.


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. Jeff Galak, Justin Kruger, and George Loewenstein. Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation. Journal of Consumer Research, February 2013; [link]

Cite This Page:

University of Chicago Press Journals. "Don’t burn out: Enjoy your favorite products more by consuming them less frequently." ScienceDaily. ScienceDaily, 15 August 2012. <www.sciencedaily.com/releases/2012/08/120815093240.htm>.
University of Chicago Press Journals. (2012, August 15). Don’t burn out: Enjoy your favorite products more by consuming them less frequently. ScienceDaily. Retrieved September 16, 2014 from www.sciencedaily.com/releases/2012/08/120815093240.htm
University of Chicago Press Journals. "Don’t burn out: Enjoy your favorite products more by consuming them less frequently." ScienceDaily. www.sciencedaily.com/releases/2012/08/120815093240.htm (accessed September 16, 2014).

Share This



More Science & Society News

Tuesday, September 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

EU Ministers and Experts Meet to Discuss Ebola Reponse

EU Ministers and Experts Meet to Discuss Ebola Reponse

AFP (Sep. 15, 2014) The European Commission met on Monday to coordinate aid that the EU can offer to African countries affected by the Ebola outbreak. Duration: 00:58 Video provided by AFP
Powered by NewsLook.com
Despite The Risks, Antibiotics Still Overprescribed For Kids

Despite The Risks, Antibiotics Still Overprescribed For Kids

Newsy (Sep. 15, 2014) A new study finds children are prescribed antibiotics twice as often as is necessary. Video provided by Newsy
Powered by NewsLook.com
FDA Eyes Skin Shocks Used at Mass. School

FDA Eyes Skin Shocks Used at Mass. School

AP (Sep. 15, 2014) The FDA is considering whether to ban devices used by the Judge Rotenberg Educational Center in Canton, Massachusetts, the only place in the country known to use electrical skin shocks as aversive conditioning for aggressive patients. (Sept. 15) Video provided by AP
Powered by NewsLook.com
Frustration As Drone Industry Outpaces Regulation In U.S.

Frustration As Drone Industry Outpaces Regulation In U.S.

Newsy (Sep. 14, 2014) U.S. firms worry they’re falling behind in the marketplace as the FAA considers how to regulate commercial drones. 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