The Best and the Bizarre: Prototype and Exemplar-Based Retrospective Evaluations of Experiences

Consumers evaluate past experiences based on overall impressions (prototypes) and individual remembered components (exemplars). Four studies examine the consequences of manipulating exemplar accessibility and the presence of a distinctive peak on retrospective enjoyment. The results suggest retrospective evaluations are based on both prototype and exemplar-based memory systems, operating simultaneously.


Robert Latimer and Priya Raghubir (2012) ,"The Best and the Bizarre: Prototype and Exemplar-Based Retrospective Evaluations of Experiences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 722-723.


Robert Latimer, New York University, USA
Priya Raghubir, New York University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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