What slows Hedonic Adaptation: Social Value as a Mediator.

Abstract

無中文摘要Three studies were conducted in this research to investigate the effects of perceived social value on hedonic adaptation, while expert opinion plays the role of moderator. In this research, we explored how companions’ opinions influence hedonic adaptation through perceived social value. Achieving customer retention and make customers' happiness with the product last longer, leads to increased revenue of a brand company; this is a critical issue. Studies 1 and 2 showed the influence of perceived social value on hedonic adaptation in the domain of hedonic product consumption through relationship closeness. Both studies showed that people shopping with high relationship (cf. close friends) have higher perceived social value and slower hedonic adaptation than less close friends. Study 3 tested the moderator effect of expert opinion, and showed that the low relationship closeness companion with high expertise can slow the speed of hedonic adaptation more than high relationship closeness companion with low expertise.