Sick of eating chocolates, playing the same computer game or hearing the same song again and again? Well, then the only way to come over such satiation is to think of the variety of songs you have listened to or meals you have eaten.
Such overdose of similar activities could lead to satiation, causing variety amnesia, which is a big problem for consumers and retailers.
Satiation is the process of consuming products and experiences to the point where they are less enjoyable.
But, now Joseph Redden, professor of marketing at the University of Minnesota's Carlson School of Management, has found a cure for such satiation blues.
"People forget about the abundance of different experiences they have had and tend to focus on the repetition. Simply thinking about the variety of songs they have listened to or meals they have eaten will make people enjoy the activity again," said Redden.
While time and variety were considered the only ways to cure satiation in the past, scientists have now said that just recalling variety may cure satiation faster.
"Intuition says that if time passes we will like something again: we call this 'spontaneous recovery'. This isn't the whole story. People don't fully recover on their own with the mere passage of time. If I'm sick of chocolate, simply thinking about all the other desserts I've had since the last time I had chocolate helps cure my satiation. Time doesn't seem to do that very well," said Redden.
Satiation is a friction that prevents people from enjoying favourite activities. It prevents retailers from gaining repeat business.
Redden said: "The solution to satiation is to take the time to appreciate all the variety you have. The recommendation is straightforward: if consumers wish to keep enjoying their favourite experiences, then they should simply think of all the other related experiences they have recently had. So next time you get sick of healthy smoothies and think about grabbing a burger instead, try to recall all of the other drinks you have had since your last smoothie. Our findings suggest this will make your smoothie taste just a little bit better."
The study will be published in the Journal of Consumer Research.