Negative feelings during product usage are desirable from both the customer's and company's perspective.
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Q16: Trying to change the amount of consumption
Q17: Businesses sometimes try to encourage consumption by
Q18: Depending on the product category, larger package
Q19: Increases in product variety (e.g., adding more
Q20: An important characteristic of many consumption behaviors
Q22: Depending on the nature of the consumption
Q23: Consumption experiences differ in terms of whether
Q24: A consumption experience provides negative reinforcement when
Q25: Negative reinforcement occurs when product consumption leads
Q26: Products that provide negative reinforcement are less
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