Better Together: How Clustering Can Attenuate Hedonic Decline

How should consumers sequence the different stimuli they consume: cluster each stimulus together, or intermix them to break things up? Surprisingly, prior literature has provided little insight into this question, even though consumers face it on a regular basis. We propose that clustering each stimulus type together can prolong enjoyment (vs. intermixing the types). Six studies confirm that clustering slows hedonic decline, and process evidence shows this happens because clustering leads people to attend more to the different details offered by a stimulus during repeated exposures. We also establish two boundary conditions for this effect: clustering does not slow hedonic decline in the presence of regular intervening distractions, or for impoverished stimuli lacking rich details. The present work is among the first to examine the interplay of consumption sequence and hedonic decline, and the findings provide consumers and firms with practical guidance on how to consider sequencing experiences to enjoy them longer. © The Author(s) 2023. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc.