Home > Publications . Search All . Browse All . Country . Browse PSC Pubs . PSC Report Series

PSC In The News

RSS Feed icon

Thompson says criminal justice policies led to creation of prison gangs like Aryan Brotherhood

Schmitz finds job loss before retirement age contributes to weight gain, especially in men

Kimball says Fed should get comfortable with "backtracking"

Highlights

Overview of Michigan's advanced research computing resources, Monday, June 27, 9-10:30 am, BSRB - Kahn Auditorium

U-M's Data Science Initiative offers expanded consulting services via CSCAR

Elizabeth Bruch promoted to Associate Professor

Susan Murphy elected to the National Academy of Sciences

Next Brown Bag

PSC Brown Bags
will resume fall 2016

Do We Really Need a Reason to Indulge?

Archived Abstract of Former PSC Researcher

Xu, J., and Norbert Schwarz. 2009. "Do We Really Need a Reason to Indulge?" Journal of Marketing Research, 46(1): 25-36.

The authors document consistent discrepancies among consumers' predicted, actual, and remembered feelings related to indulgence episodes and conceptualize the underlying processes. Consistent with previous research, consumers expect more negative and less positive feelings when they indulge without a reason than when they indulge with a reason (Study 1) or when they indulge as a consolation for poor performance than when they indulge as a reward for high effort (Study 2). However, episodic reports pertaining to the last indulgence episode show no influence of having versus not having a reason (Study 1), nor do concurrent reports show a difference between indulging as a consolation and indulging as a reward (Study 2). When asked how they "usually" feel when indulging with versus without a reason (Study 3), consumers' global memories are consistent with their expectations rather than with their actual experiences. These findings have implications for the conditions under which consumers learn from experience.

Country of focus: United States of America.

Browse | Search : All Pubs | Next