Remember the Bad? Goal Relevance, Valence, and the Encoding of Information in Consumer Decisions

Michael Hair, Georgia Tech, USA
Samuel Bond, Georgia Tech, USA
Our research explores the effects of goal activation and framing on memory for positive and negative information in a consumer decision setting. Findings of two studies reveal that encoding performance depends jointly on the valence of information and its relevance to active consumption goals.
[ to cite ]:
Michael Hair and Samuel Bond (2013) ,"Remember the Bad? Goal Relevance, Valence, and the Encoding of Information in Consumer Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.