When Experience Does Not Matter: On the Non-Impact of Real-Time Hedonic Experiences

32 Pages Posted: 25 Jun 2007

See all articles by Joseph Nunes

Joseph Nunes

University of Southern California - Marshall School of Business

Nathan Novemsky

Yale School of Management

Date Written: June 2007

Abstract

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

Nunes, Joseph and Novemsky, Nathan, When Experience Does Not Matter: On the Non-Impact of Real-Time Hedonic Experiences (June 2007). Marshall School of Business Working Paper No. MKT 05-07, Available at SSRN: https://ssrn.com/abstract=995243 or http://dx.doi.org/10.2139/ssrn.995243

Joseph Nunes (Contact Author)

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

701 Exposition Blvd
Los Angeles, CA California 90089
United States

Nathan Novemsky

Yale School of Management ( email )

135 Prospect Street
P.O. Box 208200
New Haven, CT 06520-8200
United States

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