So often, we ll take the latter. But why is that? There s actually a psychological reason why we love returning to our old favorite shows and films again, and again, and again. As explained in a 2012 study from the University of Chicago Press published in the
Journal of Consumer Research, the act of reconsumption like rereading a favorite book or sitting in your go-to booth at a local diner can bring humans great pleasure.
In scientific speak, Unlike the survival motives that drive evolutionary psychology, we find that consumers who chose to repeat hedonic experiences even just once are expressing and affirming their individual experience and its special meanings to them, the study authors, Cristel Antonia Russell and Sidney J. Levy write in their paper s conclusion. In this way, hedonic volitional reconsumption is in keeping with the etymology of the word repetition. Whether regressive, progressive, reconstructive, relational, or reflective, reconsumption is a petition, a
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Chestnut Hill, Mass. (12/21/2020) - When confronted with comparisons to high status friends and colleagues, consumers prefer to make a status pivot into another area where they can shine brighter than their successful peers, according to new research into how consumers respond to status competition, which appears in the
Journal of Consumer Research.
With a status pivot, consumers change the game when they buy and display products to showcase their accomplishments in other areas where they fare better, referred to as alternative domains, than if they try to hold firm and buy products in the domain where their peers prevail, said Boston College Associate Professor of Marketing Nailya Ordabayeva, a co-author of the new paper.
So often, we ll take the latter. But why is that? There s actually a psychological reason why we love returning to our old favorite shows and films again, and again, and again. As explained in a 2012 study from the University of Chicago Press published in the
Journal of Consumer Research, the act of reconsumption like rereading a favorite book or sitting in your go-to booth at a local diner can bring humans great pleasure.
In scientific speak, Unlike the survival motives that drive evolutionary psychology, we find that consumers who chose to repeat hedonic experiences even just once are expressing and affirming their individual experience and its special meanings to them, the study authors, Cristel Antonia Russell and Sidney J. Levy write in their paper s conclusion. In this way, hedonic volitional reconsumption is in keeping with the etymology of the word repetition. Whether regressive, progressive, reconstructive, relational, or reflective, reconsumption is a petition, a
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