Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment

Journal of Marketing, Forthcoming

Marshall School of Business Working Paper No. 17-20

45 Pages Posted: 1 Jan 2017 Last revised: 2 Apr 2017

See all articles by HaeEun Helen Chun

HaeEun Helen Chun

Cornell University - College of Business, School of Hotel Administration

Kristin Diehl

University of Southern California - Marshall School of Business

Deborah J. MacInnis

University of Southern California - Marketing Department

Date Written: October 6, 2016

Abstract

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

Chun, Hae Eun and Diehl, Kristin and MacInnis, Deborah J., Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment (October 6, 2016). Journal of Marketing, Forthcoming; Marshall School of Business Working Paper No. 17-20. Available at SSRN: https://ssrn.com/abstract=2891595

Hae Eun Chun

Cornell University - College of Business, School of Hotel Administration ( email )

565F Statler Hall
Ithaca, NY NY 14853-6902
United States
607-255-3828 (Phone)

Kristin Diehl (Contact Author)

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

Deborah J. MacInnis

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

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