Here is a bit of follow-up to my previous post on manipulation of consumer memories. I ran across a business paper on the psychology of waiting in lines (queues). The author discusses line design and management. He points out that a customer's memory of waiting in line is more important than the customer's actual experience of waiting in line.
Which is more important: the experience during an event or the later recollection of that experience? In the abstract, the question would seem difficult to answer, but consider that your future behavior will be controlled by your memories. Memory is by far the more important aspect of the waiting line experience, one reason the ending experience is so much more important than the beginning or middle.
I don't think this is a bad thing, but I'm envisioning the next step--a paper brazenly titled: Increasing Brand Loyalty by Creating False Memories.