Graduate School of Business, Stanford University
School of Management, Boston University.
Psychol Sci. 2014 Jul;25(7):1466-74. doi: 10.1177/0956797614534268. Epub 2014 Jun 3.
The results of three experiments reveal that memory for end enjoyment, rather than beginning enjoyment, of a pleasant gustatory experience determines how soon people desire to repeat that experience. We found that memory for end moments, when people are most satiated, interferes with memory for initial moments. Consequently, end moments are more influential than initial moments when people decide how long to wait until consuming a food again. The findings elucidate the role of memory in delay until repeated consumption, demonstrate how sensory-specific satiety and portion sizes influence future consumption, and suggest one process by which recency effects influence judgments and decisions based on past experiences.
三项实验的结果表明，决定人们渴望重复愉快味觉体验的是对体验结束时的享受的记忆，而不是开始时的享受。我们发现，当人们感到最满足时，即对体验结束时刻的记忆，会干扰对初始时刻的记忆。因此，在决定再次食用食物之前要等待多久时，体验结束时刻比初始时刻的影响更大。这些发现阐明了记忆在延迟重复消费中的作用，展示了感官特定饱腹感和份量大小如何影响未来的消费，并提出了一种基于过去经验的近因效应影响判断和决策的过程。
