Remember that time? New study demystifies consumer memory
"If a vacation starts out bad and gets better, you'll have a more positive memory than if it starts out good and gets worse—if you're asked about it right afterward, according to a new study in the Journal of Consumer Research."
“In the study, authors Nicole Votolato Montgomery (College of William and Mary) and H. Rao Unnava (Ohio State University) set out to broaden our understanding of how people evaluate past sequences of events, such as vacations.
"How consumers arrive at an overall retrospective evaluation of such experiences that contain a variety of distinct incidents is important to understand because it not only reflects consumers' enjoyment of the experience, but it also impacts a consumer's intent to purchase similar experiences in the future," write the authors”
Labels: society