Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing.
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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
Q21: Negative feelings during product usage are desirable
Q22: Depending on the nature of the consumption
Q24: A consumption experience provides negative reinforcement when
Q25: Negative reinforcement occurs when product consumption leads
Q26: Products that provide negative reinforcement are less
Q27: Punishment occurs when consumption leads to positive
Q28: In today's competitive marketplace, there is little
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