Consumers rely on their memory for past consumption experiences when next purchasing in the product category, when advising other consumers, and when setting expectations for future consumption experiences. Although previously considered to be a permanent record of the experience, consumer...

We examine consumers' forgetting to buy items they intended to buy. We show that the propensity to forget depends on the types of items consumers intend to purchase and the way consumers shop. Consumers may shop using a memory-based search by recalling their planned purchases from memory and...