When is Consumer Desire Driven by Difficulty of Recall? The Effects of the Type of Information and Time Pressure

Past research demonstrates that the difficulty of recalling past consumption of a preferred product influences desire through the use of the difficulty-of-recall inference. However, the analysis of boundary conditions is neglected. Across three studies, we examine the role of the type of information...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 25; no. 4; pp. 375 - 395
Main Authors Huaman-Ramirez, Richard, Merunka, Dwight
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 02.10.2017
Taylor & Francis, Ltd
Assoc
Taylor & Francis Ltd
The Association of Marketing Theory and Practice
Subjects
Boundary conditions
Business administration
Consumer behavior
Consumers
Consumption
Decision making
Emotions
Experimental psychology
Heuristic
Humanities and Social Sciences
Influence
Information processing
Memory
Physiology
Product recalls
Psychology of learning
Semantics
Social psychology
Studies
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Summary:Past research demonstrates that the difficulty of recalling past consumption of a preferred product influences desire through the use of the difficulty-of-recall inference. However, the analysis of boundary conditions is neglected. Across three studies, we examine the role of the type of information (semantic or episodic) and time pressure. Study 1 demonstrates that the difficulty of recalling past consumption influences desire positively when consumers recall semantic information. However, Study 2 shows that this influence is not replicated when consumers recall episodic information. Finally, Study 3 demonstrates that under time pressure, this positive influence is reestablished. Our results expand current knowledge about the role of processing difficulty of recall in consumer behavior.
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ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2017.1345595