Changing the Future By Reshaping the Past: the Influence of Causal Beliefs on Recollections of Time-To-Onset

David Faro, London Business School, UK
Two studies show that people’s recollection of the time elapsed before they experienced an effect of a product is influenced by the degree to which they believe the product was responsible for that effect. Participants who were led to believe there was a strong causal relationship between having consumed a product and improved performance on a task recalled that shorter time elapsed before they experienced an effect. On a future consumption occasion, they felt comfortable using the product later, started working on similar tasks earlier upon use, experienced the product’s effect sooner, and were less inclined to switch to competing products.
[ to cite ]:
David Faro (2010) ,"Changing the Future By Reshaping the Past: the Influence of Causal Beliefs on Recollections of Time-To-Onset", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 219-222 .