Nelson, L. D., &Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654-664.
Six studies demonstrate that interrupting a consumption experience can make pleasant experiences more enjoyable and unpleasant experiences more irritating, even though consumers avoid breaks in pleasant experiences and choose breaks in unpleasant experiences. Across a variety of hedonic experiences (e.g., listening to noises or songs, sitting in a massage chair), the authors observe that breaks disrupt hedonic adaptation and, as a result, intensify the subsequent ...



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