Memories of past episodes shape current intentions and decisions

Abstract

This research tested the hypothesis that people's decisions and future plans are influenced by recently activated autobiographical memories. University students rated the overall quality of their college experiences. They were also asked to describe a specific memory of being either satisfied or dissatisfied with the university. Control participants did not describe a memory. After statistically controlling for pre-existing attitudes towards the university, students who recounted a positive memory expressed the strongest intentions to donate money to the university, attend a class reunion, and recommend the university to others, and they were more likely than controls to specify that an actual donation be made to the university rather than to another charity. Emotional intensity of positive memories predicted future plans and donation decisions. Students who recounted a negative memory also tended to favour the university in their actual donation decisions compared to controls. Prompting the recall of emotional memories may be an effective way to influence intentions and decisions.

Keywords:

• Autobiographical memory
• Decision making
• Giving behaviour
• Attitudes, Directive function

Acknowledgements

This research was partially supported by the Dr Samuel E. Paul Chair in Developmental Psychology at the University of New Hampshire held by David Pillemer. We thank Denise Beike, Pablo Chavajay, Ryan Dickson, and Michelle Leichtman for their comments on earlier versions of the manuscript. We also thank Elizabeth Bruehl and Tanya Rouleau for their assistance with data collection.

Notes

¹A minor typing error occurred on one version (negative memory condition) of the questionnaires distributed during spring semester 2008. Both points 2 and 6 on the 7-point attitude rating scales were labelled “slightly positive” as opposed to the correct labelling of 2 as “slightly positive” and 6 as “highly positive”. The error was corrected on the questionnaires utilised during spring semester 2009. No significant differences were found between attitude ratings in the negative memory condition provided by the 2008 and 2009 samples.