In their recent publication "Time for Memorable Consumption" in Games and Economic Behavior, Andrei Savochkin (Bocconi University) and Stefania Minardi (HEC Paris) explore how memorable consumption impact long-term well-being and decision-making. 

The research introduces the concept of "memorable consumption": experiences that leave lasting mental imprints, influencing future choices. Unlike routine events, memorable experiences are mentally "re-consumed" and shaped by the "peak-end rule," which highlights the importance of a moment's intensity and ending in memory formation.

Savochkin and Minardi underline how consumption choices are influenced not only by direct material benefits but also by the “memorable effect” that certain experiences hold. Their model reveals how memories guide economic behaviors, such as risk-taking and saving. 

This approach enriches economic theory by integrating psychological insights, offering a deeper understanding of how memories shape human choices, deviating from the traditional concept of consumption as an isolated, immediate event.