Friday, February 24, 2017 - 11:30am
165 Whitney Avenue
Marketing Seminar Series
Associate Professor of Marketing
USC Marshall School of Business
“Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment”
Five studies, using diverse methodologies, distinct consumption experiences, and different manipulations, demonstrate the novel finding that savoring an upcoming consumption experience heightens enjoyment of the experience both as it unfolds in real time (ongoing enjoyment) and how it is remembered (remembered enjoyment). Our theory predicts that the process of savoring an upcoming experience creates affective memory traces that are reactivated and integrated into the actual and remembered consumption experience. Consistent with this theorizing, factors that interfere with consumers’ motivation, ability, or opportunity to form or retrieve affective memory traces of savoring an upcoming experience limit the effect of savoring on ongoing and remembered consumption enjoyment. Affective expectations, moods, imagery, and mindsets do not explain the observed findings.
Friday, February 24, 2017
11:30a.m. – 1:00p.m.
165 Whitney Ave