The Memory Premium
Working Paper 33649
DOI 10.3386/w33649
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We explore the role of memory for choice behavior in unfamiliar environments. Drawing on a unique data set, we document that decision-makers exhibit a “memory premium.” They tend to choose in-memory alternatives over out-of-memory ones, even when the latter are objectively better. Consistent with well-established regularities regarding the inner workings of human memory, the memory premium is associative, subject to interference and repetition effects, and decays over time. Evidence from a laboratory experiment implies that the memory premium arises because individuals rely on their memory to identify alternatives that warrant careful consideration, albeit in a boundedly rational way.