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How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience

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  • Elizabeth Cowley
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    Abstract

    Consumers use affective reactions from previous exposure to experiences in decision making. However, other affective reactions derived from postexperience information (i.e., advertising) may interfere with the retrieval of experience-based reactions. The results of three experiments show that when postexperience affective reactions interfere with the retrieval of an experience-based reaction, consumers use postexperience behavior as a proxy for their liking of the experience. The use of postexperience behavior occurs even when the behavior is nondiagnostic. The results also indicate that participants are not consciously aware of the interfering effect of postexperience affective reactions or of their reliance on postexperience behavior when constructing memory. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 34 (2007)
    Issue (Month): 4 (07)
    Pages: 494-505

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    Handle: RePEc:ucp:jconrs:v:34:y:2007:i:4:p:494-505

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Nikolova, Milena S. & Hassan, Salah S., 2013. "Nation branding effects on retrospective global evaluation of past travel experiences," Journal of Business Research, Elsevier, vol. 66(6), pages 752-758.
    2. Sahay, Arvind, . "A Customer Oriented Approach To Identifying Competitive Advantage," IIMA Working Papers WP2013-05-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    3. Nora Lado & Fabrizio Cesaroni & Alberto Maydeu Olivares & Han Chiang Ho, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," Business Economics Working Papers id-11-01, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".
    4. Cowley, Elizabeth, 2014. "Consumers telling consumption stories: Word-of-mouth and retrospective evaluations," Journal of Business Research, Elsevier, vol. 67(7), pages 1522-1529.

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