Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment
Journal of Marketing, Forthcoming
45 Pages Posted: 1 Jan 2017 Last revised: 2 Apr 2017
Date Written: October 6, 2016
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 when it is remembered (remembered enjoyment). This 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.
Keywords: savoring the upcoming experience, consumption enjoyment, remembered enjoyment, experiences, affective expectations
JEL Classification: M30, M31
Suggested Citation: Suggested Citation