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Michelle L. Roehm
Flashbulb memory (e.g., memory of one's personal situation in relation to an extraordinary event, such as a surprise marriage proposal) has yet to be closely studied by consumer researchers, and its underlying processes remain a subject of ongoing investigation. These memories can be vivid and confidently held for years after the inciting event, and when maintained as such, they appear to often include information about brands and products that were present during the original action. Maintenance of flashbulb memories depends on engagement in extensive rehearsal over time, and this is enabled by oral but not written sharing of the episode.
