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...

It is well established that consumers often incorporate the opinions of other consumers, known as word-of-mouth (WOM), when forming an evaluation of a product or service. However, little is known about how evaluations are changed by WOM, which consumers are most likely to be influenced, and...

Retrospective hedonic editing occurs when people combine events to frame a previous experience in its most positive light. Although reflecting positively on the past has psychological and physiological benefits, it may also be used to justify potentially irresponsible behavior. In a gambling...

This research examines how differences in the organization of brand information in memory between higher and lower knowledge consumers affects which brands are retrieved when consumers are provided with a usage situation. A spreading activation network model of memory is used to predict the...

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...

Consumers often find themselves in situations in which they are tempted to lie in order to obtain otherwise unattainable material rewards or financial benefits (e.g., when refunding or exchanging a product, qualifying for discounts and promotions, negotiating with a salesperson, etc.). This...