Memories Jogging At High Intensity: the Effect of Recollecting Past Hedonic Experiences on Their Retrospective Evaluations

Rajesh Bhargave, University of Texas at San Antonio, USA
Antonia Mantonakis, Brock University, Canada
We find consumers evaluate past experiences to be more intense if they recall the event’s sensory details easily. The effect is more pronounced when the episode is recalled for social purposes. This research augments our understanding of the functions of autobiographical memory and how they moderate retrospective evaluations of experiences.
[ to cite ]:
Rajesh Bhargave and Antonia Mantonakis (2012) ,"Memories Jogging At High Intensity: the Effect of Recollecting Past Hedonic Experiences on Their Retrospective Evaluations ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 32-36.