Abstract
Daniel Kahneman, the Nobel Prize-winning behavioral economist, shares the story of a man who told him that he listened to a gloriously beautiful symphony for 20 minutes, after which a terrible screeching sound ruined his experience. Kahneman replied to him that the experience was not ruined, as he enjoyed 20 wonderful minutes, but it was his memory of the experience that was ruined. Kahneman describes this as the riddle of experience versus memory. Says Kahneman, “We don’t choose between experiences, we choose between memories of experiences. Even when we think about the future, we don’t think of our future normally as experiences. We think of our future as anticipated memories. We don’t tell stories, our memory tells our stories.” Furthermore, “the remembering self is the one that makes decisions. The experiencing self has no voice in decisions. Look at this,” says Kahneman, “as the tyranny of the remembering self.”1
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Notes
Diane Paulus, Harvard Magazine (January–February 2012), 38. Emphases in the original.
Sheena Iyengar, The Art of Choosing (New York: Twelve, Hachette Book Group, 2010), 7.
Barry Schwartz, The Paradox of Choice: Why More Is Less (New York: HarperCollins Publishers Inc., 2004), 5–6.
Kent Greenfield, The Myth of Choice (New Haven: Yale University Press, 2011), 63.
Daniel Kahneman, Thinking Fast and Slow (New York: Farrar, Straus and Giroux, 2011), 348–349.
Tim Baker and Heather Maitland, Profile of Dance Attenders in Scotland, Section 3: Qualitative Research Report , Scottish Arts Council, October 9, 2002, 6.
Daniel Ariely, Predictably Irrational (New York: HarperCollins Publishers, 2010), x x.
Gerald Zaltman, How Customers Think: Essential Insights into the Mind of the Market (Boston: Harvard Business School Press, 2003), 8–9.
Gary Klein, Sources of Power: How People Make Decisions (Cambridge: MIT Press, 1999) .
Chris Blamires, “What Price Entertainment?” Journal of the Market Research Society 34, no. 4 (October 1992), 377.
Leon Festinger, A Theory of Cognitive Dissonance (Stanford, CA: Stanford University Press, 1957), 260.
J. Walker Smith, Ann Clurman, and Craig Wood, Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity (Evanston: Racom Communications, 2005), 95.
Alan Brown, “Classical Music Consumer Segmentation Study: How Americans Relate to Classical Music and Their Local Orchestras,” Arts Reach 11, no. 3 (January 2003), 18.
Decision Partners, Increasing Opera Attendance: The 2002 American Express National Audience Research Project (New York: Opera America, 2003).
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© 2014 Joanne Scheff Bernstein
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Bernstein, J.S. (2014). Understanding the Performing Arts Market: How Consumers Think. In: Standing Room Only. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-37569-8_4
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