Abstract
A consumer choosing a product must often wait before consuming it. In this article, we consider the consequences of waiting on consumption enjoyment. We propose that the effect of a delay on consumption enjoyment depends on both the negative utility of the wait itself and on the positive utility of anticipating a pleasant consumption experience. These factors exert different degrees of influence, depending on characteristics of the decision task. The results of three studies suggest that a delay increases consumption enjoyment for pleasurable products when actual consumption occurs, but decreases enjoyment for imagined consumption. Further-more, the vividness of the awaited product moderates these effects.
Original language | English (US) |
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Pages (from-to) | 502-510 |
Number of pages | 9 |
Journal | Journal of Consumer Research |
Volume | 31 |
Issue number | 3 |
DOIs | |
State | Published - Dec 2004 |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing