After a traumatic experience, the details we remember surrounding the event are sometimes foggy. According to a new study in the Journal of Consumer Research, consumers remember the least when they feel the most threatened.
"We are looking to identify the factors that contribute to memory impairment," write authors Amy N. Dalton (Hong Kong University of Science and Technology) and Li Huang (University of South Carolina). "In response to threats against their social identity, people will try to preserve or protect the group they identify with."