Publication Date

2013-05-08

Availability

Open access

Embargo Period

2013-05-07

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Department

Marketing (Business)

Date of Defense

2013-04-24

First Committee Member

Barbara E. Kahn

Second Committee Member

Jiao Zhang

Third Committee Member

Juliano Laran

Fourth Committee Member

Robert J. Meyer

Abstract

Satiation takes place when we repeatedly consume an enjoyable experience. While the occurrence of this phenomenon is directly related to the amount consumed, there are psychological factors that may delay it. The current research expands our knowledge of these factors by introducing and demonstrating two new psychological determinants of satiation and suggesting new directions for future research. This work shows that when people perceive a stimulus as scarce they will satiate from it at a slower rate due to a focus on consuming as much as possible which leads them to pay less attention to the quantity consumed and to satiate slower. Moreover, the current research shows that when people anticipate future consumption in a given domain as being high on variety, they will experience slower rates of satiation from a present consumption episode. This is explained by a focus on enjoying the present more and by increased thoughts about the future experience. Future directions point towards the study of how the consumption rate at which satiation is reached influences the rate at which people recover from satiation; and to the effect that consumption context may play on satiation from a target experience.

Keywords

consumption, satiation

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