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

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