Not Necessarily Better, but Certainly Different: A Limit to the Advertising Misinformation Effect on Memory

Journal of Consumer Research · 2004 · Volume 31 · Issue 1

Abstract

It has recently been demonstrated that exposure to advertising after consumption can change consumers' memory such that they remember tasting a better product. This research investigates whether advertising can change consumers' memory such that they remember tasting a different product. Less familiar consumers who tasted grapefruit juice and then saw advertisements claiming the brand was orange juice were somewhat more likely to remember that they tasted an orange-grapefruit juice blend. More familiar consumers were significantly less likely to remember tasting an orange-grapefruit juice blend after seeing the misleading advertisements. The results suggest that the more familiar consumers use the misleading advertisements to help them remember exactly what product was consumed.

Keywords

Advertising, Attitudes, Beliefs, Memory

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