Better Together: How Clustering Can Attenuate Hedonic Decline.

The article investigates how consumers should sequence different stimuli—whether to cluster similar stimuli together or intermix them—to maximize enjoyment over repeated consumption. Across six empirical studies involving various stimuli such as snacks, TikTok videos, drawings, nature photos, art, and music, the research finds that clustering similar stimuli prolongs enjoyment by slowing hedonic decline, a decrease in pleasure from repeated exposure. This effect occurs because clustering encourages consumers to attend to more diverse and subtle details within the stimuli, enhancing sustained engagement. However, the benefit of clustering diminishes when stimuli lack complexity or when regular distractions impair attention, and explicitly cueing attention to details can offset the advantage of clustering. These findings offer practical guidance for consumers and businesses on sequencing experiences to enhance enjoyment and suggest that attention to detail plays a critical role in hedonic adaptation during repeated consumption.