Interference of the End: Why Recency Bias in Memory Determines When a Food Is Consumed Again

The results of three experiments reveal that memory for enjoyment of the end rather than the beginning of a gustatory experience determines how soon people desire to repeat that experience because memory for end moments, when one is most satiated, interferes with memory for initial moments.



Citation:

Carey Morewedge, Emily Garbinsky, and Baba Shiv (2014) ,"Interference of the End: Why Recency Bias in Memory Determines When a Food Is Consumed Again", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 141-145.

Authors

Carey Morewedge, Boston University, USA
Emily Garbinsky, Stanford University, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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