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Temporal Sequence Effects: A Memory Framework

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  • Nicole Votolato Montgomery
  • H. Rao Unnava

Abstract

While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to understanding the mechanisms behind the formation of global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as a preference for improving over declining temporal sequences and the important role of peak (both high intensity and unique) experiences, we demonstrate that imposing a delay prior to retrospective evaluations can create a preference reversal due to the reduced accessibility of final or common instances. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Nicole Votolato Montgomery & H. Rao Unnava, 2009. "Temporal Sequence Effects: A Memory Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 83-92, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:83-92
    DOI: 10.1086/595278
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    Cited by:

    1. Hoffmann, Janina A. & Hosch, Ann-Katrin, 2023. "Predicting serial position effects and judgment errors in retrospective evaluations from memory recall," Journal of Economic Psychology, Elsevier, vol. 96(C).
    2. Sam K. Hui & Tom Meyvis & Henry Assael, 2014. "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing," Marketing Science, INFORMS, vol. 33(2), pages 222-240, March.
    3. Jang, Wonseok (Eric) & Wann, Daniel L. & Ko, Yong Jae, 2018. "Influence of team identification, game outcome, and game process on sport consumers’ happiness," Sport Management Review, Elsevier, vol. 21(1), pages 63-71.
    4. Sangsup Yoon & Sewoong Lim & Jaehyung Kwon & Jerald D Kralik & Jaeseung Jeong, 2019. "Preference-based serial decisions are counterintuitively influenced by emotion regulation and conscientiousness," PLOS ONE, Public Library of Science, vol. 14(10), pages 1-31, October.
    5. Gianluigi Guido & Marco Pichierri & Giovanni Pino, 2018. "Place the good after the bad: effects of emotional shifts on consumer memory," Marketing Letters, Springer, vol. 29(1), pages 49-60, March.
    6. Nikolova, Milena S. & Hassan, Salah S., 2013. "Nation branding effects on retrospective global evaluation of past travel experiences," Journal of Business Research, Elsevier, vol. 66(6), pages 752-758.
    7. Mouillot, Philippe & Pupion, Pierre-Charles, 2017. "Ecosystem-based Artefacts as a Source of Loyalty at the French Valley of the Monkeys," Ecological Economics, Elsevier, vol. 141(C), pages 106-118.
    8. Shehu, Edlira & Bijmolt, Tammo H.A. & Clement, Michel, 2016. "Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 27-43.
    9. Li, Shanshi & Sung, Billy & Lin, Yuxia & Mitas, Ondrej, 2022. "Electrodermal activity measure: A methodological review," Annals of Tourism Research, Elsevier, vol. 96(C).
    10. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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