To Share Or Not to Share: the Ironic Effects of Sharing on Consumer Memory

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 sharing consumption experiences can both enhance or decay memories depending on the experience’s characteristics, the sharing partner’s characteristics and their joint interaction.
[ to cite ]:
Li Huang and Priyali Rajagopal (2015) ,"To Share Or Not to Share: the Ironic Effects of Sharing on Consumer Memory", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 560-561.