When Experience Does Not Matter: On the Non-Impact of Real-Time Hedonic Experiences
32 Pages Posted: 25 Jun 2007
Date Written: June 2007
This research explores the relationship between people's memories for individual hedonic consumption experiences and global evaluations of categories of experiences. We document how memory for one's hedonic appraisal of an individual experience is often weaker than memories for other aspects of the experience, and how the hedonic evaluation of the experience tends to drift towards category perceptions. We find little updating of hedonic category evaluations based on discrepant individual experiences, which suggests category perceptions, good and bad, frequently withstand change, even in the face of conflicting individual experiences. However, we also find that the updating of category evaluations can be aided significantly by the occurrence of real-time evaluations of individual experiences.
Keywords: Hedonic Utility, Remembered Utility, Memory, Category Knowledge, Taste, Liking, Brand Perceptions
Suggested Citation: Suggested Citation