Study finds how perceived future influences memories of the past

FE Desk | Published: July 31, 2018 14:24:32 | Updated: August 01, 2018 17:20:59

A representational photo/Reuters

Vivid memories and emotions about things affect people’s perceptions of when they took place, a Chinese university study finds.

In the research, the researchers considered another determinant -- the likelihood of the event occurring again.

Specifically, they suggested that people consider past events to be more distant if the chance of their reoccurrence is low, according to a Media OutReach-forwarded statement.

PhD Candidate Kao Si, Visiting Professor Robert S. Wyer, and Associate Professor Xianchi Dai, all from The Chinese University of Hong Kong (CUHK) Business School, carried out the study.

It should be noted their research focused almost exclusively on positive events, not things that could stir up negative feelings, such as a trip to the dentist or a car accident.

The study has practical implications of the findings, particularly the role that memory and time perception play in shaping consumers' decisions.

Marketers and retailers could make use of this crucial role in future advertising, the statement added.

CUHK Business School comprises two schools -- Accountancy and Hotel and Tourism Management -- and four departments -- Decision Sciences and Managerial Economics, Finance, Management and Marketing.

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