The traditional view of satiation is that repeated consumption produces an unavoidable decline in liking according to the quantity and recency of consumption. We challenge this deterministic view by showing that satiation is instead partially constructed in the moment based on contextual cues. More specifically, while satiation is a function of the actual amount consumed, it also depends on the subjective sense of how much one has recently consumed. We demonstrate the influence of this subjective sense of satiation and show that it is driven by metacognitive cues such as the ease of retrieval of past experiences (Experiments 1 and 2) and can also be directly manipulated by providing a normative standard for consumption quantity (Experiment 3). Our research demonstrates that satiety is not driven solely by the amount and timing of past consumption, thereby establishing the role of higher order metacognitive inferences in satiation and providing insight into how they underlie the construction of satiation.
- Hedonic consumption