Marketing Seminar (2020-05)

Topic:Better Together: How Clustering Can Attenuate Hedonic Decline

Speaker:Jinjie Chen, University of Minnesota

Time:Wednesday, 26August, 9:00-10:30

Microsoft Teams:

https://teams.microsoft.com/l/meetup-join/19%3aade8e46052fa419798afcaf6aad0ad20%40thread.tacv2/1598000897015?context=%7b%22Tid%22%3a%2280b7b804-c47e-4119-8274-0f6835b8e89f%22%2c%22Oid%22%3a%22dae73385-f69d-4688-a153-ff18e3659b00%22%7d

Abstract:

How should consumers sequence the different stimuli they consume–should they cluster each stimulus together, or intermix them for local variety? Surprisingly, prior literature has provided little insight into this question though consumers face it on a regular basis. Some past work on adaptation and variety only indirectly suggests that greater local variety could temporarily slow any decline in enjoyment. Alternatively, we propose, and five studies demonstrate, that clustering each stimulus type together can instead actually prolong enjoyment (vs. intermixing the types). This happens because experiencing the same stimulus consecutively leads to fuller processing of the stimuli. Greater attention to these varied details then reduces perceived repetitiveness and prolongs enjoyment of the entire experience. The present work is among the first to examine the interplay of consumption sequence and hedonic decline, and the findings provide consumers and firms practical guidance on how to sequence experiences to enjoy them longer.

Introduction:

Jinjie (J.J.) Chen is a Ph.D. candidate in the Department of Marketing at the Carlson School of Management, University of Minnesota. He is expected to graduate in the Spring of 2021.

The primary research interest of J.J. is on how to enhance enjoyment through attention. For example, his work examines how choosing, sequencing, and trivia can lead to different levels of enjoyment during the consumer journey. Additionally, J.J. has another stream of research that looks at violations of marketplace norms and how consumers cope with these violations (e.g., use of counterfeit luxury products, undertipping service professionals). J.J.’s research has been published and/or is currently under review at primer marketing and psychology journals. He has also received several awards for his research and teaching.

J.J. received his M.S. in Marketing from Mays Business School, Texas A&M University, and B.S.B in Marketing, Magna Cum Laude, from Farmer School of Business, Miami University.

Your participation is warmly welcomed!