Episode Overview

Ever buy something you couldn't wait to get—and then let it sit in the box for days (or weeks)? You're not alone. Guest host Morgan Ward joins Ryan Hamilton to explore why we often love the pursuit of products more than the possession of them.

From unopened tools and "someday" sweaters to the viral Stanley Cup craze, they unpack the psychology of anticipation, dopamine, and why the thrill fades once the package arrives.

This episode reveals what's really driving that "add to cart" impulse—and how brands can design experiences that move customers from wanting to using.

Quote of the Episode

"Apparently, the most appealing part of consumption for me is the buying—not the using." — Dr. Morgan Ward

🔑 Key Takeaways

1. Anticipation feels better than ownership. Dopamine spikes during the chase, making the search itself deeply rewarding.
2. "Maybe later" kills momentum. Adding something to a wish list or cart often satisfies the craving—so we never come back to buy.
3. Trends have expiration dates. When products are tied to social signaling (like the Stanley Cup craze), they must be used now or lose their power.
4. Experience is the new product. Pop-ups, fittings, and even unboxing rituals add emotional value that can't be postponed.
5. Design for immediacy. Products that promise instant results or gratification inspire customers to open—and love—them right away.

📚 Resources Mentioned / Referenced

• The Stanley Cup phenomenon as a case study in social inclusion and urgency

• Discussion of anticipatory utility and the hedonic treadmill in consumer behavior

• Norton, Michael I., Daniel Mochon, and Dan Ariely. "The IKEA effect: When labor leads to love." Journal of consumer psychology 22, no. 3 (2012): 453-460.

About the Hosts

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press 2025

Follow Ryan on LinkedIn (https://www.linkedin.com/in/ryan-hamilton-49b3321/)

Morgan Ward is an adjunct marketing professor, weekly expert guest on The Take—11Alive's in-depth news program that explores timely stories through expert insight—With over 20 years of experience advising clients ranging from start-ups to Fortune 500s and publishing in top academic journals, she's passionate about decoding the symbolic and cultural forces that shape consumer behavior. Her work focuses on status, identity, and decision-making across sectors like luxury, retail, and tech. Beyond consulting, Morgan serves as an expert witness in branding and advertising litigation, bringing academic rigor to questions of perception, distinctiveness, and influence.

Follow Morgan on LinkedIn (https://www.linkedin.com/in/morgankward-phd/)