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

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  • Elizabeth Cowley

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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  • Elizabeth Cowley, 2007. "How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 494-505, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:494-505
    DOI: 10.1086/520072
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    Cited by:

    1. Hung, Yu-Chen & Song, Liang & Chao, Chih-Wei (Fred) & Guan, Chong, 2017. "Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages," Journal of Business Research, Elsevier, vol. 81(C), pages 181-191.
    2. Hasford, Jonathan & Hardesty, David M. & Kidwell, Blair, 2019. "Deliberation or distraction: How the presentation format of choice information impacts complex decision making," Journal of Business Research, Elsevier, vol. 103(C), pages 195-205.
    3. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    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.
    5. 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.
    6. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.
    7. Sahay, Arvind, 2013. "A Customer Oriented Approach To Identifying Competitive Advantage," IIMA Working Papers WP2013-05-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    8. Lado, Nora & Césaroni, Fabrizio & Maydeu Olivares, Alberto & Ho, Han Chiang, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," INDEM - Working Paper Business Economic Series id-11-01, Instituto para el Desarrollo Empresarial (INDEM).
    9. Offergeld, Tobias & Martinez, Luis F. & Ferreira, Aristides I., 2020. "A train of thought in product experientiality: Working memory, distraction, and inconsistencies in cue order effects," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Zhou, Min & Zhao, Lindu & Kong, Nan & Campy, Kathryn S. & Xu, Ge & Zhu, Guiju & Cao, Xianye & Wang, Song, 2020. "Understanding consumers’ behavior to adopt self-service parcel services for last-mile delivery," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Wu, Jiebing & Guo, Bin & Shi, Yongjiang, 2013. "Customer knowledge management and IT-enabled business model innovation: A conceptual framework and a case study from China," European Management Journal, Elsevier, vol. 31(4), pages 359-372.

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