Motivated Recall and the “Rosy View” in Retrospective Evaluations

Robert Latimer, New York University, USA
Priya Raghubir, New York University, USA
Three experiments show that (1) unpleasant experiences are evaluated more favorably after being recalled in detail, (2) detailed recall improves overall retrospective evaluations of experiences, but not evaluations of the individual aspects recalled, and (3) detailed recall with a social motive encourages selective retrieval of positive aspects of an experience.
[ to cite ]:
Robert Latimer and Priya Raghubir (2013) ,"Motivated Recall and the “Rosy View” in Retrospective Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.