If You May Remember It, I Can Forget It: Social Identity Preservation By Motivated Forgetting

Li Huang, University of South Carolina, USA
Priyali Rajagopal, University of South Carolina, USA
How are consumer memories about consumption episodes affected when these experiences are shared with others? We suggest that consumers preserve their social identities either by remembering identity-linked memories or by transacting such memories to a collective memory system (sharing with close others), thereby resulting in motivated forgetting.
[ to cite ]:
Li Huang and Priyali Rajagopal (2014) ,"If You May Remember It, I Can Forget It: Social Identity Preservation By Motivated Forgetting", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.