Knowledge@Wharton: How Anticipating Future Variety Curbs Consumer Boredom

Wharton marketing professor Barbara Kahn, PhD, MBA, recently co-wrote a paper debunking the idea that consumers respond positively to an endless supply of the exact same product. Through controlled lab experiments, Kahn and her team found that when consumers are offered more variety for future consumption, their perception of present satisfaction changes. Knowledge@Wharton interviewed Dr. Kahn to investigate what this study means for markets, read the transcription here.