Enhancing the Television-Viewing Experience through Commercial Interruptions

Nelson, Leif D.; Meyvis, Tom; Galak, Jeff

doi:10.1086/597030

Cited by 126 publications

(96 citation statements)

References 30 publications

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“…Our motivation for this step was to free mental resources to foster customers' systematic processing of the video. However, including the break might have introduced a satiation effect in the high ability group (Nelson, Meyvis, and Galak 2009), positively affecting perceived service performance.…”

Section: Limitationsmentioning

confidence: 99%

When Do Customers Get What They Expect? Understanding the Ambivalent Effects of Customers’ Service Expectations on Satisfaction

Habel

Alavi²,

Schmitz³

et al. 2016

Journal of Service Research

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Extant research established that customers’ expectations play an ambivalent role in the satisfaction formation process: While higher expectations are more difficult to meet and thus cause dissatisfaction, they simultaneously increase satisfaction via customers’ perceived performance owing to a placebo effect. However, to date, knowledge is scarce on the question under which conditions either the positive or negative effect of expectations on satisfaction prevails. Building on information processing theory, the authors hypothesize that an essential contingency of the indirect, placebo-based effect is the degree to which customers are able and motivated to process a service experience. Three studies with a total of over 4,000 customers in different service contexts provide strong evidence for this hypothesis. Thus, managers are well advised to provide a realistic or even understated prospect if the service context favors customers’ ability or motivation to evaluate. Conversely, if customers are neither able nor motivated to evaluate the service, increasing customer expectations represents a viable strategy to enhance satisfaction. Relatedly, if customers hold low service expectations, managers should foster customers’ ability and motivation to evaluate the service. In contrast, if service expectations are high, managers may benefit from reducing the likelihood that customers overly focus on the service performance.

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Section: Limitationsmentioning

confidence: 99%

When Do Customers Get What They Expect? Understanding the Ambivalent Effects of Customers’ Service Expectations on Satisfaction

Habel

Alavi²,

Schmitz³

et al. 2016

Journal of Service Research

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“…This happens for a variety of stimuli ranging from the primarily physiological, such as food (Rolls, van Duijvenvoorde, and Rolls 1984) and sex (O'Donohue and Geer 1985), to the primarily nonphysiological, such as music (Ratner, Kahn, and Kahneman 1999), television programs (Nelson, Meyvis, and Galak 2009), art (Berlyne 1971), homes (Hsee et al, forthcoming), and cars (Frank 1999). In fact, satiation is often cited as a primary barrier to enduring happiness since, regardless of how satisfying a stimulus might be initially, that satisfaction tends to fade with repetition (Brickman and Campbell 1971).…”

mentioning

confidence: 99%

Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation

Galak¹,

2009

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Consumers frequently consume items to the point where they no longer enjoy them. In a pilot study and two experiments spanning three distinct classes of stimuli, we find that people can recover from this satiation by simply recalling the variety of alternative items they have consumed in the past. And yet, people seem to exhibit "variety amnesia" in that they do not spontaneously recall this past variety despite the fact that it would result in a desirable decrease in satiation. Thus, rather than satiation being a fixed physiological process, it appears that it is at least partially constructed in the moment. We discuss some of the theoretical implications of these findings and provide some prescriptive measures for both marketers and consumers.C onsumers frequently consume products and experiences to the point where they no longer enjoy them, a process commonly referred to as "satiation" (Coombs and Avrunin 1977). This happens for a variety of stimuli ranging from the primarily physiological, such as food (Rolls, van Duijvenvoorde, and Rolls 1984) and sex (O'Donohue and Geer 1985), to the primarily nonphysiological, such as music (Ratner, Kahn, and Kahneman 1999), television programs (Nelson, Meyvis, and Galak 2009), art (Berlyne 1971), homes (Hsee et al., forthcoming), and cars (Frank 1999). In fact, satiation is often cited as a primary barrier to enduring happiness since, regardless of how satisfying a stimulus might be initially, that satisfaction tends to fade with repetition (Brickman and Campbell 1971).One way to reduce unwanted satiation is to change the consumption experience. Prior work has shown that people satiate less when they consume more slowly (Galak, Kruger, and Loewenstein 2009) John Deighton served as editor and Mary Frances Luce served as associate editor for this article.Electronically published May 8, 2009 or can subcategorize the consumption episodes (Raghunathan and Irwin 2001;Redden 2008). These approaches all act as preventive measures that slow satiation. In the present work, we instead explore remedies that can be used after satiation has occurred. If people can recover quickly and easily from a satiated state, then satiation poses a smaller problem for consumer enjoyment and happiness. In other words, people can fight satiation by either limiting it in the first place or reversing it after the fact. We focus on the latter.Prior work has identified some antecedents of recovery from satiation, including the passage of time Nelson and Meyvis 2008), and temporary exposure to a novel stimulus (Epstein et al. 1993;Hetherington et al. 2006). We build on this work by demonstrating that merely recalling the consumption of a variety of stimuli can have the same effect. Thus, we demonstrate how consumers can reduce their satiation using a simple and low-effort technique.There has been little research to date on the extent to which people spontaneously recover from satiation. Generally speaking, the literature on satiation says very little about what drives recovery or to what extent it ha...

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“…However, after a short break, his/her enjoyment will increase to a level higher than immediately prior to the break. Similarly, commercials have been shown to increase the pleasure derived from a television show, by interrupting adaptation (Nelson, Meyvis, & Galak, 2009). Although these studies did not explore breaks in interpersonal relationships per se, we believe their findings are likely to generalize to romantic relationships.…”

Section: Long-distance Relationshipsmentioning

confidence: 93%

“…Although thus far we have only discussed adaptation to positive events and emotions, evidence suggests that variety of negative experiences can also impede adaptation. For example, researchers have found that people enjoy experiences with negative interruptions, such as irritating commercials or jarring noises, more than those same experiences without interruptions (Nelson & Meyvis, 2008;Nelson et al, 2009). If unhealthy relationships were negative all of the time, few people would remain in them.…”

Section: Abusive Relationshipsmentioning

confidence: 99%