The Dissociation Between Consumers’ Memory Predictions and Memory Performance

Daniel Fernandes, Catholic University of Portugal, Portugal
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Stijn M. J. van Osselaer, Cornell University, USA
Elizabeth Cowley, University of Sydney, Australia
We examine memory predictions and memory performance of consumers for items they needed to buy. We document an interaction between item-specific familiarity and shopping strategy on memory performance, unanticipated by memory predictions, to shed light into the situations in which consumers are likely to forget items they intended to buy.
[ to cite ]:
Daniel Fernandes, Stefano Puntoni, Stijn M. J. van Osselaer, and Elizabeth Cowley (2014) ,"The Dissociation Between Consumers’ Memory Predictions and Memory Performance ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 475-475.