Abstract
Past research demonstrates that the difficulty of recalling past consumption of a preferred product influences desire through the use of the difficulty-of-recall inference. However, the analysis of boundary conditions is neglected. Across three studies, we examine the role of the type of information (semantic or episodic) and time pressure. Study 1 demonstrates that the difficulty of recalling past consumption influences desire positively when consumers recall semantic information. However, Study 2 shows that this influence is not replicated when consumers recall episodic information. Finally, Study 3 demonstrates that under time pressure, this positive influence is reestablished. Our results expand current knowledge about the role of processing difficulty of recall in consumer behavior.