We're fickle creatures. At least if we can remember to be, according to a new study led by a University of Kansas researcher of marketing and consumer behavior. "People with larger working memory capacities actually encode information more deeply," said Noelle Nelson, lead author of the work, which was published in the Journal of Consumer Research. "They remember more details about the things they've experienced, and that leads them to feel like they've had it more. That feeling then leads to the 'large-capacity' people getting tired of experiences faster."