How Nonconsumption Shapes Desire
How does nonconsumption shape desire? The proposed model suggests that desire depends on the length of nonconsumption of a good and the presence of salient alternatives, and that desire is at least partially constructed. In the absence of salient alternatives, a longer nonconsumption period results in stronger desire for the unconsumed good. However, in the presence of salient alternatives, individuals infer that they have developed new tastes, and thus a longer nonconsumption period results in a weaker desire for the unconsumed good. Five studies support this model across nonconsumption of various goods: food from home when attending college (study 1); chametz food during the Passover holiday (study 2); social media (i.e., abstaining from Facebook; study 3); and cultural foods (i.e., forgoing Japanese food, study 4; and Thai food, study 5). We discuss implications of our findings for when and how the experience of desire is constructed and situationally determined.
Year of publication: |
2014
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Authors: | Dai, Xianchi ; Fishbach, Ayelet |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 41.2014, 4, p. 936-936
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Publisher: |
University of Chicago Press |
Saved in:
Online Resource
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