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How Warnings about False Claims Become Recommendations

Author

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  • Ian Skurnik
  • Carolyn Yoon
  • Denise C. Park
  • Norbert Schwarz

Abstract

Telling people that a consumer claim is false can make them misremember it as true. In two experiments, older adults were especially susceptible to this "illusion of truth" effect. Repeatedly identifying a claim as false helped older adults remember it as false in the short term but paradoxically made them more likely to remember it as true after a 3 day delay. This unintended effect of repetition comes from increased familiarity with the claim itself but decreased recollection of the claim's original context. Findings provide insight into susceptibility over time to memory distortions and exploitation via repetition of claims in media and advertising. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Ian Skurnik & Carolyn Yoon & Denise C. Park & Norbert Schwarz, 2005. "How Warnings about False Claims Become Recommendations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 713-724, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:713-724
    DOI: 10.1086/426605
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    Citations

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    Cited by:

    1. Shimshack, Jay P. & Ward, Michael B., 2010. "Mercury advisories and household health trade-offs," Journal of Health Economics, Elsevier, vol. 29(5), pages 674-685, September.
    2. Andreas Oehler & Stefan Wendt, 2017. "Good Consumer Information: the Information Paradigm at its (Dead) End?," Journal of Consumer Policy, Springer, vol. 40(2), pages 179-191, June.
    3. Chaxel, Anne-Sophie & Wiggins, Catherine & Xie, Jieru, 2018. "The impact of a limited time perspective on information distortion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 35-46.
    4. Siciliani, Luigi & Wild, Claudia & McKee, Martin & Kringos, Dionne & Barry, Margaret M. & Barros, Pedro Pita & De Maeseneer, Jan & Murauskiene, Liubove & Ricciardi, Walter, 2020. "Strengthening vaccination programmes and health systems in the European Union: A framework for action," Health Policy, Elsevier, vol. 124(5), pages 511-518.
    5. Carolyn Yoon & Gilles Laurent & Helene Fung & Richard Gonzalez & Angela Gutchess & Trey Hedden & Raphaëlle Lambert-Pandraud & Mara Mather & Denise Park & Ellen Peters & Ian Skurnik, 2005. "Cognition, Persuasion and Decision Making in Older Consumers," Marketing Letters, Springer, vol. 16(3), pages 429-441, December.
    6. Lunardo, Renaud & Saintives, Camille, 2013. "The effect of naturalness claims on perceptions of food product naturalness in the point of purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 529-537.
    7. Kuppelwieser, Volker G., 2016. "Towards the use of chronological age in research – A cautionary comment," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 17-22.
    8. Scott Wright & Chris Manolis & Drew Brown & Xiaoning Guo & John Dinsmore & C.-Y. Chiu & Frank Kardes, 2012. "Construal-level mind-sets and the perceived validity of marketing claims," Marketing Letters, Springer, vol. 23(1), pages 253-261, March.
    9. Kopalle, Praveen K. & Lehmann, Donald R., 2015. "The Truth Hurts: How Customers May Lose From Honest Advertising," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 251-262.
    10. Aimee Drolet & Patti Williams & Loraine Lau-Gesk, 2007. "Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products," Marketing Letters, Springer, vol. 18(4), pages 211-221, December.
    11. Brian Hughes & Cynthia Miller-Idriss & Rachael Piltch-Loeb & Beth Goldberg & Kesa White & Meili Criezis & Elena Savoia, 2021. "Development of a Codebook of Online Anti-Vaccination Rhetoric to Manage COVID-19 Vaccine Misinformation," IJERPH, MDPI, vol. 18(14), pages 1-18, July.
    12. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    13. Wu, Ruomeng & Shah, Esta D. & Kardes, Frank R., 2020. "“The struggle isn't real”: How need for cognitive closure moderates inferences from disfluency," Journal of Business Research, Elsevier, vol. 109(C), pages 585-594.
    14. Leonhardt, James M. & Pechmann, Cornelia, 2021. "Is this product easy to control? Liabilities of using difficult-to-pronounce product names," Organizational Behavior and Human Decision Processes, Elsevier, vol. 165(C), pages 90-102.
    15. Jonah Berger & Alan T. Sorensen & Scott J. Rasmussen, 2010. "Positive Effects of Negative Publicity: When Negative Reviews Increase Sales," Marketing Science, INFORMS, vol. 29(5), pages 815-827, 09-10.
    16. Santosh Vijaykumar & Yan Jin & Daniel Rogerson & Xuerong Lu & Swati Sharma & Anna Maughan & Bianca Fadel & Mariella Silva Oliveira Costa & Claudia Pagliari & Daniel Morris, 2021. "How shades of truth and age affect responses to COVID-19 (Mis)information: randomized survey experiment among WhatsApp users in UK and Brazil," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-12, December.

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