If You May Remember It, I Can Forget It: Social Identity Preservation By Motivated Forgetting
How are consumer memories about consumption episodes affected when these experiences are shared with others? We suggest that consumers preserve their social identities either by remembering identity-linked memories or by transacting such memories to a collective memory system (sharing with close others), thereby resulting in motivated forgetting.
Citation:
Li Huang and Priyali Rajagopal (2014) ,"If You May Remember It, I Can Forget It: Social Identity Preservation By Motivated Forgetting", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.
Authors
Li Huang, University of South Carolina, USA
Priyali Rajagopal, University of South Carolina, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices
Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
Featured
Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China
Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Featured
Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia
Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA