Underwhelming Pleasures: Towards a Self-Regulatory Account of Hedonic Compensation and Overconsumption

Abstract

Hedonic overconsumption (e.g., overconsumption of gratifying behaviors, e.g., eating, gaming, etc.) is common in daily life and often problematic, pointing to the need for adequate behavioral models. It has been theorized that when a consumption experience falls short of hedonic expectations people will generally consume more to compensate the shortfall. In this pre-registered experience sampling study we test this idea empirically via our hedonic compensation model, and we examine whether distraction during consumption triggers hedonic shortfall by compromising the consumption experience. Two-hundred and twenty participants received 49 identical surveys on their smartphone (seven per day for seven days), providing 6967 useable data-points. In each survey (if consumption was reported) participants indicated what (e.g., food, media) and how much they consumed, how much consumption conflicted with other personal goals, their consumption enjoyment and satisfaction, their post-consumption need for further gratification, and how distracted they were during consumption. Results support our hedonic compensation model: distraction during consumption predicted lower consumption enjoyment relative to expectations, which was followed by reduced consumption satisfaction, a greater post-consumption need for further gratification, a shorter duration to subsequent consumption, and more conflict between the subsequent consumption experience and other personal goals. The implications of these findings are discussed.

Essays about digital innovation on consumer behavior

“…This tendency for increased consumption resulting from activated yet unsatisfied expectations has been noted in other contexts associated with hedonic benefits. Murphy et al (2022) enrolled 220 participants and administered 7 surveys per day for 7 days to investigate the relationship between unmet demand and subsequent consumption. Their study revealed that when individuals are distracted during hedonic consumption, their enjoyment of the consumption decreases in comparison to expected values, resulting in dissatisfaction and a greater tendency for overconsumption.…”