Event Valence Matters: Investigating the Moderating Role of Event Valence on Event Markers’ Systematic EffectEvent Valence Matters: Investigating the Moderating Role of Event Valence on Event Markers’ Systematic Effect
- Other Titles
- Event Valence Matters: Investigating the Moderating Role of Event Valence on Event Markers’ Systematic Effect
- Authors
- Hyejin Lee; 최진희
- Issue Date
- 2015
- Publisher
- 한국마케팅학회
- Keywords
- event marker; systematic effect; valence; difficulty of recalling; retrieval disfluency; subjective elapsed time
- Citation
- 아시아마케팅저널, v.16, no.4, pp.59 - 73
- Indexed
- KCI
- Journal Title
- 아시아마케팅저널
- Volume
- 16
- Number
- 4
- Start Page
- 59
- End Page
- 73
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/95092
- ISSN
- 1598-7868
- Abstract
- Previous research has revealed that people feel past target events are more distant when they recall more intervening events, event markers, that are both accessible in memory and perceived to be related to that target event (Zauberman, Levav, Diehl, and Bhargave 2010). This phenomenon was called the systematic effect of event markers (SEEM). In this research, we explore the moderating effect of the valence of the target event on SEEM and suggest the difficulty of recalling event markers as the possible mechanism. Study 1 shows that SEEM mainly occur when the valence of the target event is negative rather than positive. Study 2 showed that even though people have more difficulty recalling four event markers than one regardless of event valence, the difficulty of recalling event markers only mediates SEEM when the target event valence is negative. Furthermore, when the target event is positive, SEEM does not exist, confirming that the mediating role of the difficulty of recalling event markers on SEEM is moderated by the valence of the target event.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.