Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment
Chun, Diehl and MacInnis report five studies, using different methods, consumption experiences and manipulations, showing that savouring an upcoming consumption experience heightens enjoyment of it both as it unfolds and when it is remembered. Their theory holds that savouring creates affective memory traces that are reactivated and built into the actual and remembered experience. Factors that limit consumers' motivation, ability or opportunity to form or retrieve those traces weaken the effect. Affective expectations, moods, imagery and mindsets do not account for the findings.
Chun, Diehl and MacInnis report five studies, using different methods, consumption experiences and manipulations, showing that savouring an upcoming consumption experience heightens enjoyment of it both as it unfolds and when it is remembered. Their theory holds that savouring creates affective memory traces that are reactivated and built into the actual and remembered experience. Factors that limit consumers' motivation, ability or opportunity to form or retrieve those traces weaken the effect. Affective expectations, moods, imagery and mindsets do not account for the findings.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Chun, H. H., Diehl, K., & MacInnis, D. J. (2017). Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment. Journal of Marketing, 81(3), 96-110. doi:10.1509/jm.15.0267.