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In the present article, we propose a three-stage memory marker model of memory for experience. The human mind generates and encodes "memory markers" of specific episodes, stores them in memory, and after a temporal delay retrieves these markers to reconstruct the experience and make relevant judgments. Rich experiences characterized by vivid stimuli seem to pass by quickly, yet feel longer when recalled after a period of time because the number of retrieved memory markers is large. We also examine situations in which key predictions of the memory marker model can be moderated. A field study and five laboratory experiments were conducted to test various aspects of the memory marker model and provide process support.

Purpose – The purpose of this paper is to develop and validate measurement scales for consumer delight and outrage. Design/methodology/approach – The paper used both qualitative, survey, and experiment methodology. Findings – First, develop and validate the scale of customer delight, second, conceptualize the construct of customer outrage, as well as develop and validate its scale; third, explore the differential behavioral results of delight vs satisfaction, and outrage vs dissatisfaction; and fourth, further our understanding of the satisfaction-dissatisfaction continuum. Originality/value – While researchers increasingly recognize that delight and outrage are distinct from satisfaction and dissatisfaction, it is important to have scales that differentiate between these constructs. To this end, this paper develops and validates scales to measure consumer delight and outrage, respectively. These scales will be useful to other researchers interested in measuring consumer delight and outrage in various research contexts.

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Utility blindness occurs under limited information processing when consumers base their purchase decisions solely on transaction utility (gains from the deal) rather than on total utility. When the deal is attractive enough, consumers will buy a product even though the total utility is little or negative; on the other hand, an unattractive deal might decrease consumers' purchase likelihood even when the total utility is unaffected by the promotion. In this paper, three experiments provide evidence for the existence of utility blindness and demonstrate that information processing limitation is the underlying process. Transaction utility salience and cognitive load are identified as the moderating factors. Theoretical contributions, managerial implications, limitations, and future areas of the current research are also discussed. Copyright © 2013 John Wiley & Sons, Ltd.