When folks consider a door is closing – that they’ve little time left to get pleasure from one thing, like eating out or touring – they flip to the consolation of one thing acquainted relatively than the thrill of one thing new, in line with a research printed by the American Psychological Affiliation.
In eight experiments with almost 6,000 members in whole, the researchers explored whether or not folks tended to favor new and thrilling experiences, like making an attempt a brand new restaurant, or acquainted experiences, like going again to an outdated favourite — and whether or not these preferences modified over time. folks consider they left to have comparable experiences.
The analysis was printed within the Journal of Persona and Social Psychology.
Earlier analysis has proven that, on common, folks are inclined to go for new and thrilling experiences over acquainted ones. They’d relatively get pleasure from a brand new film than rewatch one thing they’ve seen earlier than, for instance, with equal entry to each. Nonetheless, research authors Ed O’Brien, PhD, and Yuji Katsumata Winet of the College of Chicago Sales space College of Enterprise suspected that “perceived endings” would possibly have an effect on these decisions by pushing folks again. to a big outdated favourite.
Within the first experiment, the researchers requested 500 on-line members and 663 college and enterprise college college students to learn hypothetical situations through which they got a alternative between a brand new expertise or a well-known and beloved one – equivalent to learn a brand new novel or reread an outdated one. favourite, or visiting a brand new metropolis relatively than revisiting a metropolis they beloved. Half of the members had been merely requested to make the selection, whereas the opposite half had been instructed to think about that this was the final likelihood they might have for some time to journey or learn a novel. Total, in all conditions, members within the “skinny” teams had been extra doubtless to decide on acquainted actions than members within the management teams.
Within the subsequent set of experiments, the researchers went past hypothetical inquiries to discover how folks behave within the lab and in actual life. In a single, for instance, members had been knowledgeable that they might obtain a present card at a restaurant and that the reward card had for use the next month. Subsequent, half of the members had been requested to consider the few alternatives they must eat out within the subsequent month and the precise issues that may forestall them from consuming out. Lastly, members had been requested in the event that they would favor a present card to a restaurant that they had already visited or to a restaurant they didn’t know. Total, 67% of members within the function situation most popular a present certificates to a well-known restaurant, in comparison with solely 48% of these within the management situation.
Lastly, the researchers explored why perceived endings appeared to nudge members towards acquainted issues. They discovered proof that it was not simply because acquainted experiences had been a secure wager that members knew they might get pleasure from, but additionally as a result of they had been extra prone to discover these acquainted issues personally significant.
“Our outcomes reveal nuance to what folks actually imply by ending on a excessive observe,” Winet stated. “Endings are inclined to make folks take into consideration what issues to them personally. Folks like to finish issues on a significant observe as a result of it offers psychological closure, and normally outdated favorites are usually extra significant than an thrilling novelty.
“The analysis is especially fascinating as a result of, on its face, it runs counter to the thought of the to-do record, the place folks have a tendency to hunt out newness – issues they’ve by no means had earlier than. do however they all the time wished to do — nearing the top of their lives,” O’Brien stated. “Right here we discover that, at the very least in these extra on a regular basis ending contexts, folks really do the other. They wish to finish on a excessive observe by ending on a well-known observe.
The researchers famous that the findings might assist folks higher construction their time to maximise their enjoyment of experiences, equivalent to visiting a former favourite attraction on the final relatively than the primary day of a trip. Retailers and merchants might additionally profit – a restaurant that is because of shut for refurbishment might put extra of its favourite dishes on the menu relatively than making an attempt new objects to promote.
And maybe, in line with the researchers, such psychological framings may very well be helpful in fixing bigger societal issues. “Pulling folks towards repeat consumption with a concentrate on ends and final possibilities might subtly encourage sustainable consumption by lowering the waste that essentially accumulates from the perpetual seek for novelty,” Winet stated.
“Ending on a Acquainted Notice: Perceived Functions Encourage Repeat Consumptionby Yuji Katsumata Winet and Ed O’Brien, PhD, College of Chicago Sales space College of Enterprise. Journal of Persona and Social Psychologyprinted on-line October 6, 2022.
CONTACT: Yuji Ok. Winet might be contacted at [email protected].