In general, consumers enjoy products less with repeated consumption. Unfortunately, there are few known ways to slow such satiation. The authors show that consumers satiate more slowly on a product when it is available for consumption only at limited times. Specifically, they find that perceived limited availability made a product more enjoyable, and yet this effect largely emerged only after repeated consumption. The authors attribute this finding to an urge to take advantage of a rare consumption opportunity, which leads people to pay less attention to the quantity consumed and subsequently to experience less satiation. A series of studies establish the effect of perceived limited availability on the rate of satiation, show that it influences how much people eat, provide mediation evidence of the proposed theoretical account, and eliminate the effect by making salient the total amount consumed. The authors conclude with implications of these findings.
|Original language||English (US)|
|Number of pages||13|
|Journal||Journal of Marketing Research|
|State||Published - Apr 2014|
- Hedonic consumption
- Limited availability