Variety Seeking,Satiation, and Maximizing Enjoyment Over Time

In this article, we examine the different ways in which consumers balance their consumption behavior in order to maximize utility. In particular, we focus on how people balance repeating the same options with the decision to seek variety. While earlier research represented variety seeking as a means of reducing physical satiation (McAlister, 1982), more recent research suggests that the relationship between choosing variety and minimizing satiation is more complex, as these behaviors may be motivated and influenced by exogenous factors. Past reviews have largely looked at the two processes separately. In this article, we discuss the nuanced relationship between these two constructs and point to future research directions that may help us further understand how consumers tackle the everyday challenge of maximizing enjoyment over time.     

The allure of forbidden food: On the role of attention in self-regulation

The aim of the present studies was to examine the impact of food cues on restrained eaters’ attention for food. Previous research has shown that restrained eaters spontaneously activate hedonic thoughts in response to palatable food cues, and that such food cues also lead them to inhibit their dieting goal. We argue that as a consequence, restrained eaters’ selective attention will automatically be drawn towards hedonically relevant food items. Consistent with our expectations, the results of two studies revealed that restrained eaters, but not unrestrained eaters, displayed an attentional bias for hedonically rated food items when they had been pre-exposed to food cues. However, this attentional bias did not occur when restrained eaters were primed with the concept of dieting, thereby rendering the regulation of eating behavior more successful. These findings are discussed in the context of implicit processes in self-regulation.     

The effects of feature type in operant serial feature-positive discriminations

In two experiments, rats were trained on two operant serial feature positive discriminations in which one feature was a flavored solution and the second feature was a visual or auditory cue. As in a previous study ([Goddard and Holland, 1996]), transfer of a feature’s control to the target of the other discrimination was not observed when the flavor feature and the reinforcer were flavored sucrose solutions (Experiment 1). The performance of comparison groups showed that this lack of transfer was not due to confounded differences in the event contingencies resulting from having similar stimuli serve as feature and reinforcer. By contrast, in Experiment 2, transfer was observed between visual and flavor features when the flavor feature was unsweetened and the reinforcer was plain sucrose. These results suggest that the lack of transfer in Experiment 1 and in [Goddard and Holland, 1996] study were related to the biological significance or hedonic properties of the sucrose feature.     

Emotional intelligence and its relation with hedonic and eudaimonic well-being: A prospective study

The primary aim of the current study was to replicate and extend previous findings by examining the relationship between emotional intelligence abilities and levels of hedonic and eudaimonic well-being in a 12-week follow-up study. Participants were 349 undergraduate students who completed an ability measure of emotional intelligence (MSCEIT), personality questionnaires, and hedonic and eudaimonic well-being measures at time 1. After 12 weeks, participants repeated the hedonic and eudaimonic measures at time 2. Focusing first on cross-sectional analysis, we found emotional intelligence scores to be moderately and significantly related to hedonic and eudaimonic well-being measures. Next, we found that ability EI predicted a modest but additional variance in prospective levels of hedonic and eudaimonic well-being over and above personality traits. Also, the explained variance of EI was higher for eudaimonic than for hedonic well-being. These findings provide some preliminary evidence on the prospective value of ability EI in the maintenance of positive mood and better outlook on life (hedonia) and, specifically, in the development of aspects of human functioning (eudaimonia).     

Exerting Self‐Control ≠ Sacrificing Pleasure

Self‐control is a prominent topic in consumer research, where it is often conceptualized as the abstinence from hedonic consumption. We examine whether this conceptualization accurately captures consumers’ experiences of self‐control conflicts/failures in light of seminal self‐control theories in economics and psychology. Rejecting that notion, we argue that self‐control failures are choices in violation of superordinate long‐term goals accompanied by anticipated regret, rather than choices of hedonic over utilitarian consumption. This conceptualization has important methodological, theoretical, and practical implications. Methodologically, it highlights the need for experimental paradigms with higher construct validity. Theoretically, it helps elucidate how self‐control is distinct from impatience and self‐regulation. Practically, it provides a rich set of implications for deducing interventions on the individual and public policy level to help consumers exert self‐control.     

Power and loss aversion

Four experiments tested the prediction that power reduces loss aversion by increasing the anticipated value of gains and shrinking the negative anticipated value of losses. Experiment 1 provided initial support for the prediction that those in power are less loss averse by replicating a classic paradigm of loss aversion in riskless choice and demonstrating moderation by power. Experiments 2 and 3 expanded on this finding by breaking apart the components of loss aversion to determine how power may reduce it: via gains, losses, or both. Across two scenarios and two different measures of anticipated value, power reduced the anticipated threat associated with a loss. However, the prediction that power increases the anticipated value of gains was not supported. Finally, Experiment 4 replicated the results of Experiments 2 and 3 in the context of a choice with real consequences for the participants. Implications of these findings are discussed.     

Mood as a Result of Temperament Profile: Predictions from the Regulative Theory of Temperament

The paper examines the relationship between three dimensions of mood and temperament traits according to the Regulative Theory of Temperament (RTT). The theory emphasises the role of temperament in meeting environmental requirements and implies that temperamental traits influence mood. The results showed that subjective level of energy was linked most strongly to activity (undertaking behaviours providing intense stimuli). It is questioned whether energy should be considered as a result or a cause of high activity. The best predictor of tense arousal and hedonic tone proved to be emotional reactivity. The former mood dimension was positively related to emotional reactivity, whereas the latter was negatively linked to this trait. The results are consistent with previous investigations on neuroticism and extraversion and widen the knowledge on temperamental predictors of mood by showing associations between briskness and all three mood dimensions. Moreover, the results showed that advantageous mood profile was associated with advantageous temperamental structure which corroborates the relevance of RTT.