How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience
AbstractConsumers 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..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 34 (2007)
Issue (Month): 4 (07)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- 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".
- 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.
- 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.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.