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Unconventional Consumption Methods and Enjoying Things Consumed: Recapturing the "First-Time" Experience.

Ed O'Brien1, Robert W Smith2

  • 11 The University of Chicago, IL, USA.

Personality & Social Psychology Bulletin
|June 19, 2018
PubMed
Summary

Revitalize enjoyment of familiar items by consuming them in novel ways. New methods disrupt adaptation, fostering a first-time experience and boosting pleasure, potentially delaying the need for replacements.

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Area of Science:

  • Consumer Psychology
  • Sensory Marketing
  • Behavioral Economics

Background:

  • Consumers often experience diminished enjoyment of familiar products over time due to sensory adaptation.
  • The desire to recapture the novelty of first-time experiences is a common consumer sentiment.

Purpose of the Study:

  • To investigate whether consuming familiar items through unconventional methods can disrupt adaptation and restore enjoyment.
  • To explore the psychological mechanisms underlying the revitalization of enjoyment via novel consumption experiences.

Main Methods:

  • Four experiments were conducted involving familiar food, drink, and video stimuli.
  • Participants consumed or experienced familiar items using either conventional or unconventional methods.
  • Enjoyment, immersion, and novelty were measured to assess the impact of consumption methods.
Keywords:
consumptionenjoymentnoveltyvarietywaste

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Main Results:

  • Using unconventional methods (e.g., chopsticks for popcorn) significantly enhanced enjoyment of familiar items compared to conventional methods.
  • The boost in enjoyment was mediated by increased immersion and a "first-time" consumption perspective.
  • The effect was strongest when novel methods were used for the first time and diminished with repeated use.

Conclusions:

  • Novel consumption methods can effectively disrupt sensory adaptation and revitalize enjoyment of familiar products.
  • This strategy offers a potential way to extend product lifecycle and reduce wasteful replacement.
  • Understanding consumption context is key to managing consumer satisfaction and product loyalty.