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Intuitive Hedonics: Consumer Beliefs About the Dynamics of Liking
Author(s) -
Snell Jackie,
Gibbs Brian J.,
Varey Carol
Publication year - 1995
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0401_02
Subject(s) - cognitive dissonance , psychology , social psychology , variety (cybernetics) , cognition , dynamics (music) , consumer behaviour , cognitive psychology , pedagogy , neuroscience , artificial intelligence , computer science
Consumer beliefs about influences on liking are explored. Questionnaires were administered to explore the extent to which respondents’ implicit beliefs resemble any of six concepts established in experimental psychology. Results indicate respondents apply beliefs consistent with classical conditioning and Weber's law and expect adaptation to occur in a wide variety of situations. They do not show a general belief in cognitive dissonance effects. They probably do not believe in affective opponent processes (rebound) or the ability of exposure alone (“mere exposure”) to increase liking, although the beliefs they do apply predict the same outcome in some contexts. Implications for consumer behavior are discussed.