Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product

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The Nature and Role of Affect in Consumer Behavior (2008, background): “Even the mere action of browsing a series of attractive options may elevate a consumer’s mood and result in assimilative eff ects on subsequent evaluations (Raghunathan & Irwin, 2001).”
Is Happiness Shared Doubled and Sadness Shared Halved? Social Influence on Enjoyment of Hedonic Experiences (2006, result): “Consistent with findings of research on contrast effects (e.g., Raghunathan and Irwin 2001), we expected participants to compare the quality of the test sample with that of the trial sample spontaneously.”
Development of brand equity: evaluation of four alternative models (2010, background): “(2000) ; satisfaction, with two items adapted from Ragunathan and Irwin (2001) ; and brand loyalty, with three items adapted from Yoo and Donthu (2001) .”
Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences (2013, background): “…of materialism that may result from such things as emphases on products over experiences (Van Boven & Gilovich, 2003), tradeoffs between social relationships and material pursuits (Kasser, 2002), and other compensatory processes (Raghunathan & Irwin, 2008; Rindfleisch, Burroughs, & Denton, 1997).”