The effect of construal level on time perceptions, confidence in judgements and future preferences

Sonia Noemi Vilches-Montero, Mark T. Spence
  • European Journal of Marketing, May 2015, Emerald
  • DOI: 10.1108/ejm-04-2014-0232

Altering memories of the past changes future preferences.

What is it about?

This research shows that memory for past consumption experiences can be altered at the time of retrieval, which in turn affect consumers' future preferences. We use construal level theory as a retrieval cue to alter consumers' perceived duration of the experience in retrospect, their memory of how much they liked it and their intentions to repeat the experience in the future.

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The following have contributed to this page: Dr Sonia Noemi Vilches-Montero and Dr Mark T. Spence