The Effect of Context on Memory-Based Judgments
Despite the wealth of research on the effect of incidental mood on immediate evaluations, less is known about the role it plays in memory-based judgments. In a series of studies we find that memory-based judgments are generally unaffected by incidental mood during experience. However, evaluations made during experience result in the “lock in” of incidental context effects, leading to biased memory-based judgments and choices. We also show that individuals are not aware of these effects, in fact when reminded of context, they distort unbiased judgments by trying to correct for perceived context effects.
Citation:
Anastasiya Pocheptsova and Nathan Novemsky (2009) ,"The Effect of Context on Memory-Based Judgments", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 79-81.
Authors
Anastasiya Pocheptsova, University of Maryland, USA
Nathan Novemsky, Yale University, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University
Featured
Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter
Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, USA