Special Memories Require Special Protection

Kara Bentley, Chapman University, USA
Priyali Rajagopal, University of South Carolina, USA
We expand understanding of memory protection by suggesting that consumers protect special memories only from contamination by non-special cues, i.e. consumers avoid repeating special experiences under ordinary, but not special, circumstances. Additionally, we find that consumers perceive this type of contamination as a self-concept threat, which leads to this avoidance.
[ to cite ]:
Kara Bentley and Priyali Rajagopal (2017) ,"Special Memories Require Special Protection ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 530-531.