When and why is ease of retrieval informative?
In two experiments, we examined when and why ease of retrieval of information from memory affects behavioral frequency and attitudinal judgments. Overall, the results suggest that when the subjective experience of ease of retrieval is consistent with the expected ease of retrieval, the content of the information retrieved is used to make judgments. However, when there is a discrepancy between experienced and expected ease of retrieval, the subjective experience of ease of retrieval is used to make judgments. Ease of retrieval is more informative when the discrepancy between experienced and expected ease of retrieval cannot be attributed to task contingencies; when it can, ease of retrieval ceases to be informative.
Raghubir
Priya
P
Haas School of Business, University of California, Berkeley, California 94720-1900, USA. raghubir@haas.berkeley.edu
Menon
Geeta
G
D001290:Attitude; D006801:Humans; D033182:Intention; D007600:Judgment; D008568:Memory; D011939:Mental Recall