Value of Memories

Patrick Vargas, University of Illinois at Urbana-Champaign, USA
Participants asked to sell specific episodic memories (e.g., first kiss) wanted astronomical sums per memory. I propose that one primary reason people value their memories is because they do not understand the reconstructive nature of memory. People believe memories make them who they are; the opposite is more likely true.
[ to cite ]:
Patrick Vargas (2012) ,"Value of Memories", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 32-36.