Experience Heterogeneity Moderates the Peak Effect in Retrospective Evaluations
Across four studies, this research demonstrates that increasing the heterogeneity of an experience reduces the impact of the most intense moment of an experience on retrospective evaluations (the peak effect) by reducing global processing. The results suggest boundary conditions for the peak effect while providing evidence for its mechanism.
Robert Latimer (2015) ,"Experience Heterogeneity Moderates the Peak Effect in Retrospective Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 239-243.
Robert Latimer, University of Toronto, Canada
NA - Advances in Consumer Research Volume 43 | 2015
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