Jing Xu

Jing Xu

Jing Xu is a researcher and first author of the 2009 Journal of Marketing Research paper on expected and actual feelings about indulgence.

Who they are

The work of Jing Xu reaches this site through the paper listed below. The name is tied to Hedonic Justification. Their paper reports: Xu and Schwarz, Journal of Marketing Research 46(1), 2009, 25-36.

Key papers

Xu, J., & Schwarz, N. (2009). Do we really need a reason to indulge? Journal of Marketing Research, 46(1), 25-36. What it reports: Xu and Schwarz, Journal of Marketing Research 46(1), 2009, 25-36. People expect more negative and less positive feelings when they indulge without a reason than when they have one or treat indulgence as consolation or a reward. Feelings reported after the most recent indulgence show no effect of having a reason, and concurrent reports show no difference. When asked how they usually feel, people's global memories match their expectations rather than their actual experiences.

Key ideas

Hedonic Justification: The need for a reason to choose a pleasurable option.

Sources

  1. Xu, J., & Schwarz, N. (2009). Do we really need a reason to indulge? Journal of Marketing Research, 46(1), 25-36.