Motivated reconstruction: The effect of brand commitment on false memories
| Autor: | Priyali Rajagopal, Nicole Votolato Montgomery |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Adult
Male Motivation Brand names Emotions 05 social sciences Repression Psychology nutritional and metabolic diseases Experimental and Cognitive Psychology False memory PsycINFO 050105 experimental psychology nervous system diseases Product reviews Mental Recall 0502 economics and business Humans Female 0501 psychology and cognitive sciences Valence (psychology) Psychology Social psychology 050203 business & management Consumer behaviour |
| Zdroj: | Journal of Experimental Psychology: Applied. 24:159-179 |
| ISSN: | 1939-2192 1076-898X |
| DOI: | 10.1037/xap0000161 |
| Popis: | Across 5 studies, we examine the effect of prior brand commitment on the creation of false memories about product experience after reading online product reviews. We find that brand commitment and the valence of reviews to which consumers are exposed, interact to affect the incidence of false memories. Thus, highly committed consumers are more susceptible to the creation of false experience memories on exposure to positive versus negative reviews, whereas low commitment consumers exhibit similar levels of false memories in response to both positive and negative reviews. Further, these differences across brand commitment are attenuated when respondents are primed with an accuracy motivation, suggesting that the biasing effects of commitment are likely because of the motivation to defend the committed brand. Finally, we find that differences in false memories subsequently lead to differences in intentions to spread word-of-mouth (e.g., recommend the product to friends), suggesting that the consequences of false product experience memories can be significant for marketers and consumers. Our findings contribute to the literatures in false memory and marketing by documenting a motivated bias in false memories because of brand commitment. (PsycINFO Database Record |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|