Hedonic Escalation: When Food Just Tastes Better and Better

Crolic, Cammy and Janiszewski, Chris (2016) Hedonic Escalation: When Food Just Tastes Better and Better. Journal of Consumer Research, 43 (3). pp. 388-406.

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Abstract

Hedonic escalation is an increasing appreciation for each additional bite of a palatable food. Hedonic escalation is more likely to occur when (1) a palatable food consists of a complex combination of flavors and (2) a person has the ability to identify the flavors. Consequently, hedonic escalation is more prevalent when people can identify more flavors (pilot study), attend to additional flavors on each taste trial (study 1), have an opportunity to identify an additional flavor on each taste trial (study 2), and isolate distinct flavors on each taste trial (study 3). Changes in hedonic escalation can be attributed to increased sensitization to flavors as opposed to changes in the rate of habituation (study 4). Hedonic escalation can also increase consumption (study 5) and influence food choices (study 6). Collectively, these studies show that hedonic escalation is enabled by the opportunity to identify an additional source of hedonic experience on each successive taste of a food.

Item Type: Article
Keywords: Marketing, Markets
Subject(s): Markets
Date Deposited: 12 May 2017 09:57
Date of author-version deposit: 11 May 2017
Last Modified: 12 May 2017 09:57
Funders: N/A
URI: http://eureka.sbs.ox.ac.uk/id/eprint/6357

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