Intuitive Hedonics: Consumer Beliefs About the Dynamics of Liking

@inproceedings{Snell1995IntuitiveHC,
  title={Intuitive Hedonics: Consumer Beliefs About the Dynamics of Liking},
  author={Jackie Snell and Brian J. Gibbs and Carol A. Varey},
  year={1995}
}
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… CONTINUE READING