Hedonic Contrast Effects Are Larger When Comparisons Are Social

A hedonic contrast effect occurs when comparing a stimulus to its alternatives makes it better or worse. We find that counterfactual comparisons induce larger hedonic contrast effects when they are also social comparisons. Hedonic contrast effects influence happiness with a food or wage more when an...

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Veröffentlicht in:	The Journal of consumer research 2019-08, Vol.46 (2), p.286-306
Hauptverfasser:	MOREWEDGE, CAREY K., ZHU, MENG, BUECHEL, EVA C.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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