The Effect of Context on Memory-Based Judgments

Anastasiya Pocheptsova, University of Maryland, USA
Nathan Novemsky, Yale University, USA
Despite the wealth of research on the effect of incidental mood on immediate evaluations, less is known about the role it plays in memory-based judgments. In a series of studies we find that memory-based judgments are generally unaffected by incidental mood during experience. However, evaluations made during experience result in the “lock in” of incidental context effects, leading to biased memory-based judgments and choices. We also show that individuals are not aware of these effects, in fact when reminded of context, they distort unbiased judgments by trying to correct for perceived context effects.
[ to cite ]:
Anastasiya Pocheptsova and Nathan Novemsky (2009) ,"The Effect of Context on Memory-Based Judgments", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 79-81.