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Title: Crush on you : romantic crushes increase consumers’ preferences for strong sensory stimuli
Authors: Huang, Irene Xun
Dong, Ping
Zhang, Meng
Keywords: Business::Marketing::Consumer behavior
Romantic Crush
Issue Date: 2018
Source: 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
Series/Report no.: Journal of Consumer Research
Abstract: 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).
ISSN: 0093-5301
DOI: 10.1093/jcr/ucy053
Rights: © 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).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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