Beyond the Purchase: Dr. Yangjie Gu on Consumer Satisfaction and Hedonic Adaptation

Dr. Yangjie Gu, Associate Professor of Marketing at HEC Paris, delves into key insights from her research, “Understanding Consumer Choices Beyond the Purchase: Post-Decision Satisfaction, Preferences, and Hedonic Adaptation.” Drawing on her award-winning research on post-decision satisfaction, hedonic adaptation, and choice closure, she explains why even “perfect” decisions often fail to deliver lasting joy and how our tendency to keep mentally reopening choices fuels regret and dissatisfaction. The conversation unpacks the happiness treadmill of hedonic adaptation, the double-edged sword of hyper-personalized experiences, and practical strategies, like creating psychological closure and actively savoring what we already have that can help both consumers and businesses foster more enduring satisfaction beyond the moment of purchase. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Dr. Yangjie Gu shared profound insights from her research, “Understanding Consumer Choices Beyond the Purchase: Post-Decision Satisfaction, Preferences, and Hedonic Adaptation,” during an engaging conversation on the Business Talk podcast channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited.