The effects of retention intervals on self- and proxy reports of purchases

Two studies explored underlying differences between self- and proxy reports and determining whether proxy reporters process and retrieve information the same way self-reporters do. In both studies, participants recorded their own and a target person's incidental purchases for two weeks and then returned, either immediately or one-week after the diary-keeping period, for two recall tests. These tests pertained to self- and proxy purchases. The reported items were scored against the recorded ones. In Study 1, the data indicate that proxies tend to recall more typical events than do self-reporters immediately following the diary-keeping period. However, after a delay of one week, both proxy and self-reporters tended to report typical items. These findings suggest that, at least initially, self- and proxy reporters process the information differently but that after one week they process it similarly. Study 2 employed a method that was identical to that of Study 1 except that participants were given a recognition test. The verbal protocols from the recognition test indicate that participants used different strategies to determine who made the purchase. Whereas participants focused on perceptual details surrounding the event when identifying their own purchases, proxies engaged in various strategies to identify their spouses' purchases.