摘要 :
Five studies, using diverse methodologies, distinct consumption experiences, and different manipulations, demonstrate the novel finding that savoring an upcoming consumption experience heightens enjoyment of the experience both as...
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Five studies, using diverse methodologies, distinct consumption experiences, and different manipulations, demonstrate the novel finding that savoring an upcoming consumption experience heightens enjoyment of the experience both as it unfolds in real time (ongoing enjoyment) and when it is remembered (remembered enjoyment). This theory predicts that the process of savoring an upcoming experience creates affective memory traces that are reactivated and integrated into the actual and remembered consumption experience. Consistent with this theorizing, factors that interfere with consumers' motivation, ability, or opportunity to form or retrieve affective memory traces of savoring an upcoming experience limit the effect of savoring on ongoing and remembered consumption enjoyment. Affective expectations, moods, imagery, and mindsets do not explain the observed findings.
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摘要 :
How enjoyable a food product is remembered to be is likely to shape future choice. The present study tested the influence that expectations and specific moments during consumption experiences have on remembered enjoyment for food ...
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How enjoyable a food product is remembered to be is likely to shape future choice. The present study tested the influence that expectations and specific moments during consumption experiences have on remembered enjoyment for food products. Sixty-four participants consumed three snack foods (savoury, sweet and savoury-sweet) and rated expected and online enjoyment for each product. Twenty-four hours later participants rated remembered enjoyment and future expected enjoyment for each product. Remembered enjoyment differed to online enjoyment for two of the three products, resulting in the foods being remembered as less enjoyable than they actually were. Both expected enjoyment and specific moments during the consumption experience (e.g. the least enjoyable mouthful) influenced remembered enjoyment. However, the factors that shaped remembered enjoyment were not consistent across the different food products. Remembered enjoyment was also shown to be a better predictor of future expected enjoyment than online enjoyment. Remembered enjoyment is likely to influence choice behaviour and can be discrepant to actual enjoyment. Specific moments during a consumption experience can have disproportionately large influence on remembered enjoyment (whilst others are neglected), but the factors that determine which moments influence remembered enjoyment are unclear.
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摘要 :
The remembered satisfaction and enjoyment of eating occasions can influence future meal choice decisions, but past research into how meals are positively and emotionally remembered and what contributes to such memorability is scar...
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The remembered satisfaction and enjoyment of eating occasions can influence future meal choice decisions, but past research into how meals are positively and emotionally remembered and what contributes to such memorability is scarce. The aim of the present study was to draw on the tripartite conceptualisation of the food', 'the context' and 'the person' as the major factors underlying food choice/behaviour decisions, and explore what are memorable meals through a retrospective approach of real life eating occasions. Through online survey research with 886 consumers living in the United Kingdom, this research established a typology of different eating occasions that tend to be spontaneously remembered positively. A common denominator was the dual influence of the company and what was consumed as key determinants of memorable meals, with the context (physical and social) of the meal as a third important determinant. Convergence of qualitative and quantitative data suggested that a memorable meal typically involves family/friends, a positive emotional state, cooked food, and wine. The importance given to a range of meal aspects and the positive attitudes towards memorable meals were aligned with the positive emotional intensity and food involvement traits' scores. In contrast, differences between male/female respondents and younger/older respondents were minor. Future research is needed to replicate and extend this investigation and more fully establish linkages between enjoyment, memorability, and food choice decisions. (C) 2014 Elsevier Ltd. All rights reserved.
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