Take Action

Home | Faculty & Research Overview | Research

Research Details

You Won't Remember This: How Memory Efficacy Influences Virtuous Behavior, Journal of Consumer Research

Abstract

The present article explores the effect of memory efficacy on consumer behavior, particularly on consumer's likelihood to behave "virtuously," that is, in line with standards such as ideals, values, morals, and social expectations. Memory efficacy refers to people's general belief that they will be able to remember in the future the things they are experiencing or doing in the present. We hypothesize and find across five studies that when consumers have low memory-efficacy (vs. control), they are less likely to behave virtuously because their actions seem less consequential for their self-concept (i.e., less self-diagnostic). Using two different experimental manipulations of memory efficacy, we examine its effect on virtuous behavior in the context of prosocial choices, that is, charitable giving (study 1A) and volunteering (study 1B and 2). We then explore our proposed underlying mechanism (perceptions of self-diagnosticity) using causal-chain mediation (studies 3A and 3B) and moderation approaches (studies 4 and 5) in the context of food choices. We conclude with a discussion of the practical and theoretical implications of our findings.

Type

Article

Author(s)

Rima Toure-Tillery, Maryam Kouchaki

Date Published

2020

Citations

Toure-Tillery, Rima, and Maryam Kouchaki. 2020. You Won't Remember This: How Memory Efficacy Influences Virtuous Behavior. Journal of Consumer Research.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action