Date
2019
Dewey
Publicité - Relation Publiques
Sujet
Hedonic Adaptation; narrative content; video; experience appraisal; M30, M31, M39
JEL code
O.O3.O33; D.D6.D60; M.M3.M30
Conference name
MIRDEC – 13thInternational Academic Conference
Conference date
06-2019
Conference city
Madrid
Conference country
Spain
Book title
Conference Proceedings - MIRDEC - 13th International Academic Conference
Author
Ramos Silva, Joachim; Pawlicz, Adam; Baghel, Richa
Publisher
Masters International R&D (MIRDEC)
Year
2019
Pages number
63
ISBN
978-605-81247-83
Author
El Bouchikhi, Yassine
1032 Dauphine Recherches en Management [DRM]
Type
Communication / Conférence
Item number of pages
61
Abstract (EN)
To set up successful experiences, academics and managers need to identify and promote the “positive” experiential trajectories that lead to the enjoyable experiences such as flow states, presence, or immersion, and limit “negative” processes such as hedonic adaptation (HA) (Carù & Cova, 2007; Hoffman & Novak, 2009). Hedonic adaptation is psychological mechanism that occurs following prolonged exposure to a stimulus (Alba & Williams, 2013; Bao & Lyubomirsky, 2012). This process is often inferred, or measured with physiological apparatus like galvanic skin response (GSR) (Brechman, Bellman, Robinson, Rask, & Varan, 2016) but to our knowledge there is currently no measurement scale for hedonic adaptation despite its importance, most of the papers remain conceptual only. In this article, we distinguish between two types of digital contents: (a) contents with a narrative structure (ie: presence of storytelling like films), and (b) contents with non-a narrative structure (ie: rhetorical and information based, like documentaries). The literature suggests that both these contents can be negatively affected by the hedonic adaptation (HA). In this paper, we first propose a conceptualization for this concept and demonstrate through two empirical studies the reliable psychometric properties of the new developed (HA) measurement instrument. In the second part of this paper, we demonstrate that consumers prefer longer contents with a narrative structure (ie: based on storytelling), and shorter ones when they are rhetorical because of the hedonic adaptation.