ABSTRACT

Retail memory refers to knowledge accumulated through repeated retail and service experiences that influences consumer preferences. The framework presented here describes retail memory as instrumentally affecting hedonic and utilitarian shopping value. The purpose of this chapter is to describe a framework that will be useful for understanding the mechanisms by which retail memories create shopping value and by which value shapes memories. The framework is not intended to be complete but rather provides some practical and theoretical insights that may stimulate more thought and research. Memory is pervasive in the consumer experience; however, memory is far from pervasive in retailing research. This chapter attempts to bring more attention to this shortcoming.