The Effect of a Delay between Choice and Consumption on Consumption Enjoyment

Datos Bibliográficos

ID2215837
AutoresStephen M Nowli, Stephen M Nowlis (Arizona State University), Nadine Mandel (0000-0002-1549-0079), Naomi Mandel, Deborah Brown Mccabe (Arizona State University)
Año2004
Volumen31
Número3
Páginas502-510
Fecha de publicación2004-12-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/425085
OpenAlexW2119720514
IdiomaEN
Citas recibidas23
Referencias citadas22

A consumer choosing a product must often wait before consuming it. In this article, we consider the consequences of waiting on consumption enjoyment. We propose that the effect of a delay on consumption enjoyment depends on both the negative utility of the wait itself and on the positive utility of anticipating a pleasant consumption experience. These factors exert different degrees of influence, depending on characteristics of the decision task. The results of three studies suggest that a delay increases consumption enjoyment for pleasurable products when actual consumption occurs, but decreases enjoyment for imagined consumption. Furthermore, the vividness of the awaited product moderates these effects

Consumption (sociology) · Economics · Product (mathematics) · Sociology · Task (project management) · Behavioral Health and Interventions · Consumer Retail Behavior Studies · Decision-Making and Behavioral Economics · Mathematics · Psychology · Social Psychology