When Similarity Slows Satiation: The Relationship of Stimulus Similarity and Satiation Seminar

Event details

Prevalent theories of variety posit that greater similarity hastens satiation. Contrary to this simple monotonic relationship, we show that increased perceptions of similarity actually slow satiation when consumption episodes are naturally perceived as quite dissimilar. When episodes are too dissimilar, consumers seemingly ignore the variety at hand and need help to fully realize the beneficial ability of variety to slow satiation. We establish that increased similarity can reduce satiation across five empirical studies within and across multiple domains (music, art, food). Mediation evidence shows this happens when increasing similarity encourages ad-hoc categorization of naturally dissimilar stimuli into the same overall varied experience. We also demonstrate the full pattern of similarity on satiation: Increasing perceived similarity accelerates satiation for naturally similar episodes, yet slows satiation for naturally dissimilar episodes. Our theory and findings enrich our understanding of variety, its relationship to similarity, and when it counters satiation.