Effects of consumption emotions on memory : a case of hotel reservation

Abstract

A better understanding of how consumption emotions influence memories is critical for tourism practitioners to promote tourists' actions. This study, featuring a neuroscience approach (event-related potentials), examines the impacts of consumption emotions (positive vs. negative vs. neutral) on memory (implicit vs. explicit) in two hotel contexts (luxury vs. budget). Results show that consumption emotional stimuli have a greater enhancement effect on implicit and explicit memory than neutral stimuli, reflected by a smaller N400 and a larger P600 amplitude. In addition, hotel contexts interact with consumption emotions: positive emotions have a greater enhancement effect on implicit memory while negative emotions on explicit memory. These outcomes apply to luxury hotels but not to budget hotels, offering insightful theoretical and managerial implications.