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

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."

 

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.