Savoring Through Avoidance: Identity-Based Strategic Memory Protection

Kathryn Mercurio, University of Oregon, USA
Americus Reed II, University of Pennsylvania, USA
Mark Forehand, University of Washington, USA
We propose that consumers strategically protect their memories to reinforce various identities. We document that consumers savor identity-related memories by delaying new experiences that could potentially weaken the link between memory and identity. This research addresses the role of memory in identity management and the identity reinforcement process.
[ to cite ]:
Kathryn Mercurio, Americus Reed II, and Mark Forehand (2013) ,"Savoring Through Avoidance: Identity-Based Strategic Memory Protection", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.