That’s Not How I Remember It: Willfully Ignorant Memory for Ethical Product Attribute Information
研究发现消费者对产品伦理属性存在记忆偏差：产品表现好时记得更牢，表现差时容易忘记或记错，这是消费者为避免负面情绪而让“想要自我”压倒“应该自我”的结果。
Abstract This research documents a systematic bias in memory for ethical attribute information: consumers have better memory for an ethical attribute when a product performs well on the attribute versus when a product performs poorly on the attribute. Because consumers want to avoid emotionally difficult ethical information (e.g., child labor) but believe they should remember it in order to do the right thing, the presence of negative ethical information in a choice or evaluation produces conflict between the want and should selves. Consumers resolve this conflict by letting the want self prevail and forgetting or misremembering the negative ethical information. A series of studies establishes the willfully ignorant memory effect, shows that it holds only for ethical attributes and not for other attributes, and provides process evidence that it is driven by consumers allowing the want self to prevail in order to avoid negative feelings associated with the conflict. We also ameliorate the effect by reducing the amount of pressure exerted by the should self. Lastly, we demonstrate that consumers judge forgetting negative ethical information as more morally acceptable than remembering but ignoring it, suggesting that willfully ignorant memory is a more morally acceptable form of coping with want/should conflict.