Home » Consumer Psychology & Economics » The "Good Old Days" Effect & Quality Fade Why do your parents always insist their generation had better food, tougher sportsmen, and purer products—and what if they are only half wrong ? Every single one of us has sat through the lecture. Whether it is over a plate of store-bought biscuits or during a live cricket match, older generations love painting their youth as an untouchable golden era. For years, psychologists brushed this off as a harmless memory glitch. But here is the uncomfortable twist nobody talks about: while your brain is hardwired to romanticize the past, multi-billion-dollar corporations are simultaneously exploiting your neurological blind spots to quietly shrink, dilute, and degrade almost everything you buy today. In this deep dive, I break down the fascinating tug-of-war between Rosy Retrospection (how memory tricks us) and Corporate Quality Fade (h...