We’Ll Always Have Paris (Though We May Not Think of It): Consumers Overestimate How Often They Will Retrospect About Experiences

Stephanie Tully, University of Southern California, USA
Tom Meyvis, New York University, USA
Consumers value experiences in part because of the memories they create. Yet, we find that consumers systematically overestimate how much they will retrospect about an experience. We propose that consumers are motivated to believe they will frequently talk about experiences, but underestimate the difficulty of spontaneously bringing them to mind.
[ to cite ]:
Stephanie Tully and Tom Meyvis (2015) ,"We’Ll Always Have Paris (Though We May Not Think of It): Consumers Overestimate How Often They Will Retrospect About Experiences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 218-223.