Perceived Autonomy and Satiation Recovery
Ms. Freda Jing HU
PhD Student in Marketing
Date: 21 June 2023 (Wednesday)
Time: 12:30pm -2:00 pm
Venue: E22 FBA Lobby
Abstract
Individuals satiate on nearly every product with repeated consumption. Such satiation, on one hand, creates a need for novel experiences that is beneficial for general well-being, but, on the other hand, creates difficulties for consumers to maintain enjoyment with products. Although people are able to recover from satiation over time, is it the case that everyone has the same recovery speed in any situation? In this research, we explore how perceived autonomy affects the recovery process from satiation. Across two studies, we find that people recover more slowly from satiation of a product if they feel they have no choice about the product they consume. This effect is robust across different manipulations and time intervals of consumption. Additionally, we find that consumers’ psychological reactance mediates the effect of the feeling of having no choice on recovery from satiation. These findings enhance our understanding of how consumers’ perceived autonomy influences their evaluation of the consumption experience.
Short Bio
Freda Jing HU is a first-year PhD student in marketing, supervised by Prof. Kao SI. She obtained her MSc in Marketing, BA in Marketing, and BA in Economics from South China University of Technology. Her research interests lie in time perception and consumer behavior. Her research has been published in Journal of Travel Research and Journal of Brand Management.
All are welcome!
