Featured Research

from universities, journals, and other organizations

Remember That Time? New Study Demystifies Consumer Memory

Date:
January 27, 2009
Source:
University of Chicago Press Journals
Summary:
If a vacation starts out bad and gets better, you'll have a more positive memory than if it starts out good and gets worse -- if you're asked about it right afterward.

If a vacation starts out bad and gets better, you'll have a more positive memory than if it starts out good and gets worse—if you're asked about it right afterward, according to a new study.

Related Articles


In the study, authors Nicole Votolato Montgomery (College of William and Mary) and H. Rao Unnava (Ohio State University) set out to broaden our understanding of how people evaluate past sequences of events, such as vacations.

"How consumers arrive at an overall retrospective evaluation of such experiences that contain a variety of distinct incidents is important to understand because it not only reflects consumers' enjoyment of the experience, but it also impacts a consumer's intent to purchase similar experiences in the future," write the authors.

In two studies, researchers had participants read scenarios detailing a recent 7-day vacation that included numerous events. Some read about a vacation that started awfully and ended up fantastic, and others read the opposite scenario. Participants were asked to indicate how likely they were to purchase a similar vacation, how much they would pay, and which events they recalled.

Much depended on when people were asked to evaluate an experience, the authors discovered. When asked to assess an experience immediately following it, participants based their evaluations on the events that occurred at the end of the experience, because they were better able to remember the final events. After a period of time had elapsed, people weighted early events more heavily because they couldn't remember final events as well.

"Consumers exhibit a preference for experiences that improve over time versus worsen over time when evaluations are assessed immediately, and they prefer the reverse when evaluations are assessed following a delay," write the authors.

"Our findings suggest that marketers may engineer experiences to maximize customer enjoyment by improving the most memorable events. For long-term customer enjoyment, marketers should attempt to make consumers' initial experiences with a service or product very positive," conclude the authors.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Montgomery et al. Temporal Sequence Effects: A Memory Framework. Journal of Consumer Research, June 2009 Print Edition: 081104081558092 DOI: 10.1086/595278

Cite This Page:

University of Chicago Press Journals. "Remember That Time? New Study Demystifies Consumer Memory." ScienceDaily. ScienceDaily, 27 January 2009. <www.sciencedaily.com/releases/2009/01/090126112311.htm>.
University of Chicago Press Journals. (2009, January 27). Remember That Time? New Study Demystifies Consumer Memory. ScienceDaily. Retrieved January 26, 2015 from www.sciencedaily.com/releases/2009/01/090126112311.htm
University of Chicago Press Journals. "Remember That Time? New Study Demystifies Consumer Memory." ScienceDaily. www.sciencedaily.com/releases/2009/01/090126112311.htm (accessed January 26, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, January 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

How Technology Is Ruining Snow Days For Students

How Technology Is Ruining Snow Days For Students

Newsy (Jan. 25, 2015) More schools are using online classes to keep from losing time to snow days, but it only works if students have Internet access at home. Video provided by Newsy
Powered by NewsLook.com
Weird Things Couples Do When They Lose Their Phone

Weird Things Couples Do When They Lose Their Phone

BuzzFeed (Jan. 24, 2015) Did you back it up? Do you even know how to do that? Video provided by BuzzFeed
Powered by NewsLook.com
Smart Wristband to Shock Away Bad Habits

Smart Wristband to Shock Away Bad Habits

Reuters - Innovations Video Online (Jan. 23, 2015) A Boston start-up is developing a wristband they say will help users break bad habits by jolting them with an electric shock. Ben Gruber reports. Video provided by Reuters
Powered by NewsLook.com
Amazing Technology Allows Blind Mother to See Her Newborn Son

Amazing Technology Allows Blind Mother to See Her Newborn Son

RightThisMinute (Jan. 23, 2015) Not only is Kathy seeing her newborn son for the first time, but this is actually the first time she has ever seen a baby. Kathy and her sister, Yvonne, have been legally blind since childhood, but thanks to an amazing new technology, eSight glasses, which gives those who are legally blind the ability to see, she got the chance to see the birth of her son. It&apos;s an incredible moment and an even better story. Video provided by RightThisMinute
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins