Out of domain: When and Why Appetitive Stimuli Activate Consumers’ Desire for unrelated Rewards
(A2025-125751)

AUTHORS

Meike Kakas, University of Basel

ABSTRACT

Appetitive stimuli can activate consumers’ desire to seek rewards in domains unrelated to the stimuli. For example, viewing pictures of desserts can increase the desire for immediate monetary rewards. Previous research proposed various underlying mechanisms to explain why appetitive stimuli in one domain evoke the desire for rewards in another domain. I identify four main mechanisms: a general reward system, arousal, shift in time perception, and a mating mindset. This literature review is the first to present a comprehensive overview of when and why cross-domain effects do (not) occur. Crucial factors are consumers’ sensitivity to rewards, self-control, current mindsets and need states. The characteristics of the stimuli such as the reward value and instrumentality also play an important role. This review further provides promising opportunities for future research.