Reconstructing Memory For Evaluations: the Role of Past Feelings, Past Behaviour, and Post-Experience Information

How do consumers remember how much they enjoyed an experience? In marketing, evaluations have been considered a piece of information stored in memory. Psychologists have proposed that retrieving an evaluation is a constructive process. Two studies are presented supporting the reconstructive retrieval hypothesis. The studies investigate the role of stated behavioral intention and post-experience information in the remembering an evaluation. The results indicate that when remembering how much an experience was enjoyed, post-experience decisions about re-purchase and post-experience word-of-mouth impact memory reconstruction. Decisions had a direct effect, while post-experience word-of-mouth had an indirect effect on memory.

Citation:

Elizabeth Cowley (2005) ,"Reconstructing Memory For Evaluations: the Role of Past Feelings, Past Behaviour, and Post-Experience Information", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 223-224.