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: Doomsday Clock moves closer to midnight, but can we really predict the end of the world?

add to favorites email to friend print save as pdf

Related Stories

Making the internet accessible to everyone

Jan 16, 2015

The ways in which we access the internet are expanding, placing hurdles in the way of those with sensory impairments as they try to get the most out of their online experience. The EU's CLOUD4ALL project ...

Students design Martian weather forecasting tool

Dec 30, 2014

Cold and windy with a chance of dust storms, that's what a weather forecaster might say about Mars. But if we want our colonization plans of the Red Planet to be successful, a better understanding of Martian ...

All together now – three evolutionary perks of singing

Dec 24, 2014

We're enjoying the one time of year when protests of "I can't sing!" are laid aside and we sing carols with others. For some this is a once-a-year special event; the rest of the year is left to the professionals ...

Recommended for you

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.