The moderating role of emotional differentiation on satiation

People tend to like experiences less the more they repeat them, a process commonly referred to as satiation. Despite an increasing interest in satiation among consumer researchers, we still know very little about the role that emotions play in the process. Through a series of three experiments, we show paradoxically that when individuals differentiate between the positive and negative emotions that arise during repeated consumption, they satiate at a slower rate. We show that a cognitive re‐appraisal process drives this emotional differentiation effect, whereby, when individuals focus on negative emotions they exhibit increased enjoyment of repeated consumption sequences. We demonstrate these effects for both trait and state emotional differentiation and across both continued and repeated consumption contexts. Theoretical implications of these findings for satiation, emotional differentiation, and emotion regulation literatures are then discussed.