Memory Pointers: Strategic Memory Protection Through Acquisition of Recall Cues

B. Kyu Kim, University of Pennsylvania
Gal Zauberman, University of Pennsylvania
Rebecca Ratner, University of Maryland
We focus on how consumers manage their ability to derive enjoyment from memory by seeking memory pointers. Three studies, testing the memory protection through acquisition hypothesis, demonstrate that individuals prefer products that are uniquely associated with a special memory rather than those associated with both a special and a less special memory, suggesting that individuals acquire products that serve as memory cues to minimize interference. Additionally, individuals obtain products that help them remember a special experience, even though they forego these same items in the context of a non-special experience, especially when they believe that their memories are weaker. (99 words)
[ to cite ]:
B. Kyu Kim, Gal Zauberman, and Rebecca Ratner (2008) ,"Memory Pointers: Strategic Memory Protection Through Acquisition of Recall Cues", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.