Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli

What influences consumers’ preferences for strong versus weak sensory stimuli? In this article, we find converging evidence that when the experience of a romantic crush is salient, consumers have an enhanced preference for options that elicit strong sensory stimulation (e.g., loud music, strongly f...

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Main Authors: Huang, Irene Xun, Dong, Ping, Zhang, Meng
Other Authors: Dahl, Darren W
Format: Article
Language:English
Published: 2019
Subjects:
Online Access:https://hdl.handle.net/10356/89699
http://hdl.handle.net/10220/49265
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-896992023-05-19T06:44:42Z Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli Huang, Irene Xun Dong, Ping Zhang, Meng Dahl, Darren W Price, Linda L Sengupta, Jaideep Nanyang Business School Business::Marketing::Consumer behavior Romantic Crush Sensations What influences consumers’ preferences for strong versus weak sensory stimuli? In this article, we find converging evidence that when the experience of a romantic crush is salient, consumers have an enhanced preference for options that elicit strong sensory stimulation (e.g., loud music, strongly flavored food). We demonstrate this effect across seven studies using a broad array of products and services as stimuli. We further show that these consumers have a heightened motivation to achieve greater sensations from the desired person, but cannot act in a way that directly satisfies this motivation, leading them to be more likely to turn to products and services for the desired sensations. Moreover, we find that the effect is specific to the experience of a romantic crush and cannot be generalized to other interpersonal experiences (e.g., passionate love, stable romantic relationship, unmet sexual desire). MOE (Min. of Education, S’pore) Published version 2019-07-10T09:01:50Z 2019-12-06T17:31:29Z 2019-07-10T09:01:50Z 2019-12-06T17:31:29Z 2018 Journal Article Huang, I. X., Dong, P., & Zhang, M. (2019). Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli. Journal of Consumer Research, 46(1), 53-68. doi:10.1093/jcr/ucy053 0093-5301 https://hdl.handle.net/10356/89699 http://hdl.handle.net/10220/49265 10.1093/jcr/ucy053 en Journal of Consumer Research © 2018 The Author(s). All rights reserved. This paper was published by Oxford University Press in Journal of Consumer Research and is made available with permission of The Author(s). 16 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Business::Marketing::Consumer behavior
Romantic Crush
Sensations
spellingShingle Business::Marketing::Consumer behavior
Romantic Crush
Sensations
Huang, Irene Xun
Dong, Ping
Zhang, Meng
Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
description What influences consumers’ preferences for strong versus weak sensory stimuli? In this article, we find converging evidence that when the experience of a romantic crush is salient, consumers have an enhanced preference for options that elicit strong sensory stimulation (e.g., loud music, strongly flavored food). We demonstrate this effect across seven studies using a broad array of products and services as stimuli. We further show that these consumers have a heightened motivation to achieve greater sensations from the desired person, but cannot act in a way that directly satisfies this motivation, leading them to be more likely to turn to products and services for the desired sensations. Moreover, we find that the effect is specific to the experience of a romantic crush and cannot be generalized to other interpersonal experiences (e.g., passionate love, stable romantic relationship, unmet sexual desire).
author2 Dahl, Darren W
author_facet Dahl, Darren W
Huang, Irene Xun
Dong, Ping
Zhang, Meng
format Article
author Huang, Irene Xun
Dong, Ping
Zhang, Meng
author_sort Huang, Irene Xun
title Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
title_short Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
title_full Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
title_fullStr Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
title_full_unstemmed Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
title_sort crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
publishDate 2019
url https://hdl.handle.net/10356/89699
http://hdl.handle.net/10220/49265
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