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Related Experiment Video

Updated: Mar 8, 2026

Studying Food Reward and Motivation in Humans
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Published on: March 19, 2014

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The ability to choose can increase satiation.

Joseph P Redden1, Kelly L Haws2, Jinjie Chen1

  • 1Department of Marketing, Carlson School, University of Minnesota.

Journal of Personality and Social Psychology
|January 18, 2017
PubMed
Summary
This summary is machine-generated.

Choosing repeatedly during consumption decreases enjoyment by increasing satiation. This happens because choice triggers reflections on repetition, unlike random selections. Understanding choice and satiation can improve consumer experiences.

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Area of Science:

  • Consumer Psychology
  • Decision Making
  • Behavioral Economics

Background:

  • The common assumption is that choice enhances consumer enjoyment.
  • However, the impact of repeated choices on ongoing consumption experiences is not fully understood.

Purpose of the Study:

  • To investigate how repeated choosing affects enjoyment during consumption.
  • To identify the psychological mechanisms underlying the impact of choice on enjoyment.

Main Methods:

  • Conducted 5 studies involving repeated choices versus random selections from liked stimuli.
  • Collected process and moderating evidence, including reflections on repetition and choice timing.

Main Results:

  • Repeated choosing led to a greater drop in enjoyment compared to random selections.
  • Choosing increased satiation by prompting reflections on the repetitive nature of consumption.
  • These effects were moderated by cues about repetition and the timing of choices.

Conclusions:

  • Contrary to intuition, repeated choosing can diminish enjoyment due to increased satiation.
  • Understanding the psychological consequences of choice, particularly regarding satiation, is crucial.
  • Findings offer insights for enhancing consumer experiences by managing choice and repetition.