The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects

@article{Novemsky2003TheTC,
  title={The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects},
  author={Nathan Novemsky and Rebecca K. Ratner},
  journal={Journal of Consumer Research},
  year={2003},
  volume={29},
  pages={507-516}
}
Results from four experiments indicate that people expect to enjoy an experience more when it will follow a worse experience. We find that consumers expect hedonic contrast effects even when they do not experience such effects. Whereas individuals remember the absence of contrast effects after a short delay (study 1), individuals reporting retrospective judgments after a long delay (study 2) recalled that they had experienced contrast effects. These biased memories about contrast effects are… 
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