Date of Original Version
Abstract or Table of Contents
Consumers are often able to choose how often to consume the things they enjoy. The research presented here suggests that consumers tend to consume too rapidly, growing tired of initially well-liked stimuli such as a favorite snack (Experiments 1 and 4) or an enjoyable video game (Experiments 2 and 3) more quickly than they would if they slowed consumption. The results also suggest that this because of an underestimation of the extent to which breaks reset adaptation. The results present a paradox: Participants who chose their own rate of consumption enjoyed the stimulus less than participants who had a slower rate of consumption chosen for them.