Recollections of Pleasure and Pain: When Losers Are Motivated to Edit Their Retrospective Evaluations

Previous research has shown that retrospective evaluations of purely painful or purely pleasant experiences are constructed on the basis of a few select moments of an experience. In this research, we investigate the conditions under which people use the peak win, the peak loss, and the trend at the end (winning, losing) to evaluate an experience including both painful and pleasant moments. The results show that losers with a high illusion of control score remember a more positive experience than losers with a low score. These losers edit their evaluation by focusing on the peak win. Winners, on the other hand, use the amount won in their retrospective evaluation, they do not appear to edit their memory of the gambling experience.



Citation:

Elizabeth Cowley and Colin Farrell (2007) ,"Recollections of Pleasure and Pain: When Losers Are Motivated to Edit Their Retrospective Evaluations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 749.

Authors

Elizabeth Cowley, University of Sydney
Colin Farrell, University of Sydney



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising

Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA

Read More

Featured

O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More

Featured

From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food

Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.