ITHACA, N.Y. – New research from Cornell University reveals that the desire to collect mementos to commemorate events or experiences is closely tied to the timing of when they end—and the sadness felt at that moment.
The findings , published in the Journal of the Association for Consumer Research, show that people feel more sentimental when a meaningful experience is about to end—such as a final concert or season-ending game—and that sadness predicts a strong desire for mementos. When people don't feel as sad, either because the experience is repeatable or not that meaningful, they feel less desire for keepsakes.
"This emotion-driven pattern explains in part why souvenir shops at tourist spots or sports stadiums do brisk business at closing time or at season's end," said Suzanne Shu , professor of marketing and co-author of the study. "Sometimes we collect things not just to remember but to ease the pain of something coming to a close."
In one study, the researchers surveyed college students at a major football game. Those who were about to graduate—facing the end of their college football experience—were far more likely to keep mementos from the game than students who had more seasons ahead. And the effect wasn't just because they were bigger fans; both groups had attended about the same number of games.
The researchers also explored whether the degree to which study participants felt an experience was meaningful affected this pattern. In one study, participants imagined attending a series of sports games; the researchers told some it was a special, one-time event, such as the last season with family, while they told others the games were just routine. Those who imagined the special, non-repeatable season spent more money on mementos at the final game. The repeatable group did not.
The researchers suggest that for marketers, offering mementos or souvenirs as an experience nears its end could drive interest and purchases, especially for events unlikely to be repeated. Airlines, concert promoters, theme parks, and universities could all benefit from offering "last chance" keepsakes.
For consumers, the findings offer insight into behavior. If they feel an urge to buy a concert T-shirt or take one more photo at graduation, it may not just be about memory—it may be their emotions trying to hold on to a cherished moment.
