Atypical Pasts Spur Future Consumption

Meng Zhu , Johns Hopkins University, USA
Carey Morewedge, Carnegie Mellon University, USA
Results of three experiments demonstrate that consumers tend to recall atypically positive rather than neutral or negative consumption experiences (even in unpleasant domains), and this biased recollection of atypical memories increases future consumption (e.g., WTP and purchase intention). We find evidence that motivated reasoning underlies this retrieval bias.
[ to cite ]:
Meng Zhu and Carey Morewedge (2011) ,"Atypical Pasts Spur Future Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 117-118.