The Influence of Negative Surprise on Hedonic Adaptation
After some time using a product or service, the consumer tends to feel less pleasure with consumption. This reduction of pleasure is known as hedonic adaptation. One of the emotions that interfere in this process is surprise. Based on two experiments, we suggest that negative surprise – differently...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123045332006 |
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| author | Ana Paula Kieling Vinicius Andrade Brei Valter Afonso Vieira |
| author_facet | Ana Paula Kieling Vinicius Andrade Brei Valter Afonso Vieira |
| author_sort | Ana Paula Kieling |
| collection | DOAJ |
| description | After some time using a product or service, the consumer tends to feel less pleasure with consumption. This reduction of pleasure is known as hedonic adaptation. One of the emotions that interfere in this process is surprise. Based on two experiments, we suggest that negative surprise – differently to positive – influences with the level of pleasure foreseen and experienced by the consumer. Study 1 analyzes the influence of negative (vs. positive) surprise on the consumer’s post-purchase hedonic adaptation expectation. Results showed that negative surprise influences the intensity of adaptation, augmenting its strength. Study 2 verifies the influence of negative (vs positive) surprise over hedonic adaptation. The findings suggested that negative surprise makes adaptation happen more intensively and faster as time goes by, which brings consequences to companies and consumers in the post-purchase process, such as satisfaction and loyalty. |
| format | Article |
| id | doaj-art-273485c3d15c4b6d832c78edd15583a7 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-273485c3d15c4b6d832c78edd15583a72025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-01133111132The Influence of Negative Surprise on Hedonic AdaptationAna Paula KielingVinicius Andrade BreiValter Afonso VieiraAfter some time using a product or service, the consumer tends to feel less pleasure with consumption. This reduction of pleasure is known as hedonic adaptation. One of the emotions that interfere in this process is surprise. Based on two experiments, we suggest that negative surprise – differently to positive – influences with the level of pleasure foreseen and experienced by the consumer. Study 1 analyzes the influence of negative (vs. positive) surprise on the consumer’s post-purchase hedonic adaptation expectation. Results showed that negative surprise influences the intensity of adaptation, augmenting its strength. Study 2 verifies the influence of negative (vs positive) surprise over hedonic adaptation. The findings suggested that negative surprise makes adaptation happen more intensively and faster as time goes by, which brings consequences to companies and consumers in the post-purchase process, such as satisfaction and loyalty.http://www.redalyc.org/articulo.oa?id=123045332006hedonic adaptationnegative surpriseconsumptionpostpurchaseexperiment |
| spellingShingle | Ana Paula Kieling Vinicius Andrade Brei Valter Afonso Vieira The Influence of Negative Surprise on Hedonic Adaptation BBR: Brazilian Business Review hedonic adaptation negative surprise consumption post purchase experiment |
| title | The Influence of Negative Surprise on Hedonic Adaptation |
| title_full | The Influence of Negative Surprise on Hedonic Adaptation |
| title_fullStr | The Influence of Negative Surprise on Hedonic Adaptation |
| title_full_unstemmed | The Influence of Negative Surprise on Hedonic Adaptation |
| title_short | The Influence of Negative Surprise on Hedonic Adaptation |
| title_sort | influence of negative surprise on hedonic adaptation |
| topic | hedonic adaptation negative surprise consumption post purchase experiment |
| url | http://www.redalyc.org/articulo.oa?id=123045332006 |
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