No honeymoon replays: People don't want to taint special memories

Nov 17, 2008

That unforgettable honeymoon has a special place in your memory -- so special
that you might be reluctant to try to repeat it. A new study in the Journal of
Consumer Research
says people tend to treat their memories of previous special
experiences as assets to be protected.

"When asked if they would like to return to a place where they had a 'particularly special' versus 'pleasant but not particularly special' vacation or evening out, people were more interested in returning to the place where the initial event that they experienced was simply pleasant rather than truly special," write authors Gal Zauberman (University of Pennsylvania), Rebecca K. Ratner (University of Maryland), and B. Kyu Kim (University of Pennsylvania).

The researchers say that participants did not want to taint their memories of earlier special times. Unless researchers reassured the participants that the second experiences would be very similar to the initial experiences, they were apprehensive about repeating them.

The study also looked at the motivations behind acquiring souvenirs, known in the study as "memory pointers." For example, more participants said they would rather own a CD of their favorite band than a Mayan sculpture, unless they had taken a particularly meaningful trip to Mayan ruins. "Those considering a trip that was simply pleasant—for instance, with sunny weather and lots of time to read on the beach but no meaningful experiences—did not feel the need to acquire those items that they thought would help them remember the experience later."

"This desire to protect memories of meaningful experiences emerged even though participants thought that these experiences would be more memorable than mundane experiences would be," conclude the authors.

Source: University of Chicago

Explore further: Will rapprochement mean new research collaborations between Cuba and the U.S.?

add to favorites email to friend print save as pdf

Related Stories

New robotic telescope revolutionizes the study of stars

Oct 22, 2014

In the last 8 months a fully robotic telescope in Tenerife has been carrying out high-precision observations of the motion of stellar surfaces. The telescope is the first in the SONG telescope network and ...

Recommended for you

Study: Alcatraz inmates could have survived escape

Dec 17, 2014

The three prisoners who escaped from Alcatraz in one of the most famous and elaborate prison breaks in U.S. history could have survived and made it to land, scientists concluded in a recent study.

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.