Interference of the End: Why Recency Bias in Memory Determines When a Food Is Consumed Again

Carey Morewedge, Boston University, USA
Emily Garbinsky, Stanford University, USA
Baba Shiv, Stanford University, USA
The results of three experiments reveal that memory for enjoyment of the end rather than the beginning of a gustatory experience determines how soon people desire to repeat that experience because memory for end moments, when one is most satiated, interferes with memory for initial moments.
[ to cite ]:
Carey Morewedge, Emily Garbinsky, and Baba Shiv (2014) ,"Interference of the End: Why Recency Bias in Memory Determines When a Food Is Consumed Again", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 141-145.