Most of the time we habituate to food: as we continue to eat it, the flavour becomes less distinctive and we lose interest. Occasionally, though, some food just gets better and better with each bite. This is hedonic escalation.

As part of the Dean's Seminar Series, Dr Cammy Crolic, Associate Professor of Marketing, presents her research on experiential consumption and her findings on ‘hedonic escalation’. What are the effects of learning and memory on the enjoyment of food consumption?

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