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Feeling and Thinking in Memory-Based versus Stimulus-Based Choices

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  • Yuval Rottenstreich
  • Sanjay Sood
  • Lyle Brenner

Abstract

We contrast memory-based and stimulus-based choices, using dual-process theories such as Kahneman and Frederick's system 1/system 2 dichotomy. Systems 1 and 2 are conceptualized as distinct modes of thought, the former automatic and affective, the latter controlled and deliberate. Cognitive load impedes system 2, yielding greater reliance on system 1. In memory-based choice, consumers must maintain relevant options in working memory. Thus, memory-based choices are associated with greater cognitive load than stimulus-based choices. Indeed, we find that memory-based choices favor immediately compelling, affect-rich system 1 options, whereas stimulus-based choices favor affect-poor options whose attractiveness emerges from deliberative system 2 thought. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Yuval Rottenstreich & Sanjay Sood & Lyle Brenner, 2007. "Feeling and Thinking in Memory-Based versus Stimulus-Based Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 461-469, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:461-469
    DOI: 10.1086/510219
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    Cited by:

    1. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    2. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    3. Marion Garaus & Elisabeth Wolfsteiner, 2023. "Media multitasking, advertising appeal, and gender effects," Review of Managerial Science, Springer, vol. 17(2), pages 539-567, February.
    4. Banerjee, Prantosh J. & Tripathi, Sanjeev & Sahay, Arvind, 2016. "When less is better than more: Just-below discount in tensile price promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 93-102.
    5. Yam, Kai Chi & Chen, Xiao-Ping & Reynolds, Scott J., 2014. "Ego depletion and its paradoxical effects on ethical decision making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 204-214.
    6. Yan, Ji & Xia, Senmao & Jiang, Amanda & Lin, Zhibin, 2024. "The effect of different types of virtual influencers on consumers’ emotional attachment," Journal of Business Research, Elsevier, vol. 177(C).
    7. Ahmadi, Iman & Habel, Johannes & Jia, Miaolei & Wei, Sarah, 2022. "Consumer stockpiling under the impact of a global disaster: The evolution of affective and cognitive motives," Journal of Business Research, Elsevier, vol. 142(C), pages 56-71.
    8. Som Sekhar Bhattacharyya & Arvind Sahay & Arunaditya Sahay, 2022. "The Quest for Competitive Advantage: The Role of Technology Depth and Breadth at the Customer Interface," Vikalpa: The Journal for Decision Makers, , vol. 47(4), pages 274-287, December.
    9. Peter Stüttgen & Peter Boatwright & Robert T. Monroe, 2012. "A Satisficing Choice Model," Marketing Science, INFORMS, vol. 31(6), pages 878-899, November.

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