Wharton-SMU Research Centre

Guest Speaker:

Professor Gal Zauberman
Associate Professor of Marketing
The Wharton School, University of Pennsylvania

Date & Venue:
Date: 23 May 2008, Friday
Time: 3.30pm - 5.00pm
Venue: Seminar Room 1.2, Level 1
Lee Kong Chian School of Business, Singapore Management University
50 Stamford Road, Singapore 178899
( Location Map )

Topic:
Memories As Assets: Strategic Memory Protection in Choice over Time

Abstract:
In this seminar, the speaker focuses on how people attempt to manage their ability to derive enjoyment from memory. The speaker presents five studies testing our strategic memory protection theory. He proposes that when people are making decisions about what experiences to consume over time, they treat their memories of previous special experiences as assets to be protected. He will focus on two key predictions. The first two studies, testing memory protection through avoidance, demonstrate that people tend to avoid situations that they believe will threaten their ability to retrieve special (rather than merely pleasant) memories. The next three studies, testing memory protection through acquisition, demonstrate that people seek to obtain memory pointers to help them cue special memories at a later time. The speaker will further show that the main drivers of these behaviors are people's lay theories about the importance and difficulty of obtaining and retrieving special memories.

 

Registration:
Seats are limited and on first come first served basis.
Click here to register.

Registration closes on Tuesday, May 20, 2008.
Light refreshment will be provided after the seminar.

Enquiries:
Ms. Dione Ng
Email: dioneng@smu.edu.sg , Tel: 6828-0803
Ms. Lim Lih Yeng
Email: lylim@smu.edu.sg , Tel: 6828-0197
Ms. Rozana Bte Osman
Email: rozanaosman@smu.edu.sg , Tel: 6828-0802