Special Memories Require Special Protection
We expand understanding of memory protection by suggesting that consumers protect special memories only from contamination by non-special cues, i.e. consumers avoid repeating special experiences under ordinary, but not special, circumstances. Additionally, we find that consumers perceive this type of contamination as a self-concept threat, which leads to this avoidance.
Kara Bentley and Priyali Rajagopal (2017) ,"Special Memories Require Special Protection ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 530-531.
Kara Bentley, Chapman University, USA
Priyali Rajagopal, University of South Carolina, USA
NA - Advances in Consumer Research Volume 45 | 2017
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions
Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising
Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada