People rush through experiences because they don't realize that slowing down consumption leads to more pleasure, a study finds. (CLICK BELOW TO READ MORE)
Test subjects got to pick the intervals between eating six Hershey's Kisses (from 10 seconds to 200 seconds) or had intervals of 200 seconds assigned to them. Given a choice, people on average opted for 93 seconds—resulting in speeds more than twice as fast as the assigned group.
The people who ate the candies more quickly said that their pleasure dropped steeply from the first Kiss to the last. For the more leisurely group, enjoyment dropped only slightly.
Something similar happened with videogames: People forced to take longer breaks between gaming sessions enjoyed them more, and they liked the last game as much as the first. But gamers who were asked in advance thought briefer intervals between treats would produce more pleasure.
"Slow Down! Insensitivity to Rate of Consumption Leads to Avoidable Satiation," Jeff Galak, Justin Kruger and George Loewenstein, Journal of Consumer Research
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