IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/doi10.1086-660165.html
   My bibliography  Save this article

I Imagine, I Experience, I Like: The False Experience Effect

Author

Listed:
  • Priyali Rajagopal
  • Nicole Votolato Montgomery

Abstract

False memories refer to the mistaken belief that an event that did not occur did occur. Much of the research on false memories has focused on the antecedents to and the characteristics of such memories, with little focus on the consequences of false memories. In this research, we show that exposure to an imagery-evoking ad can result in an erroneous belief that an individual has experienced the advertised brand. We also demonstrate that such false experiential beliefs function akin to genuine product experience beliefs with regard to their consequences on product attitude strength, a finding we call the false experience effect. We further demonstrate two moderators of this effect-plausibility of past experience and evaluation timing.

Suggested Citation

  • Priyali Rajagopal & Nicole Votolato Montgomery, 2011. "I Imagine, I Experience, I Like: The False Experience Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 578-594.
  • Handle: RePEc:oup:jconrs:doi:10.1086/660165
    DOI: 10.1086/660165
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/660165
    Download Restriction: no

    File URL: http://dx.doi.org/10.1086/660165
    Download Restriction: no

    File URL: https://libkey.io/10.1086/660165?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    2. Keisuke Hattori & Keisaku Higashida, 2023. "Who should be regulated: Genuine producers or third parties?," Journal of Economics, Springer, vol. 138(3), pages 249-286, April.
    3. Keisuke Hattori & Keisaku Higashida, 2015. "Should non-genuine products be expelled from markets?," Discussion Paper Series 126, School of Economics, Kwansei Gakuin University, revised Mar 2015.
    4. Yim, Mark Yi-Cheon & Baek, Tae Hyun & Sauer, Paul L., 2018. "I See Myself in Service and Product Consumptions: Measuring Self-transformative Consumption Vision (SCV) Evoked by Static and Rich Media," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 122-139.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:doi:10.1086/660165. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.