Research Event: 6950 Seminar Series ft. Claire Tsai, University of Toronto | Gordon S. Lang School of Business and Economics

Research Event: 6950 Seminar Series ft. Claire Tsai, University of Toronto

Date and Time

Location

Macdonald Stewart Hall, Room 129

Details

Associate Professor, Claire Tsai, from the University of Toronto is coming to discuss her paper "Consumption Experience over Time: The role of event framing and counting direction."
 

Abstract

People predict that unpacking a positive event into separate activities enhances consumption experience. This research demonstrated that counting direction moderated such effect on actual enjoyment. Specifically, unpacking increased (decreased) enjoyment when the sub-activities were counted downward (upward). Data showed that upward counting reduces enjoyment by triggering a cognitive belief about satiation (a 10th bite of chocolate is less tasty than the first bite), whereas downward counting causes people to savor the end experience.

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