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Postexperience Advertising Effects on Consumer Memory

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  • Braun, Kathryn A

Abstract

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers' own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their past product experience had been as suggested by the advertising. Over time this postexperience advertising information can become incorporated into the brand schema and influence future product decisions. Copyright 1999 by the University of Chicago.

Suggested Citation

  • Braun, Kathryn A, 1999. "Postexperience Advertising Effects on Consumer Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(4), pages 319-334, March.
    • Handle: RePEc:oup:jconrs:v:25:y:1999:i:4:p:319-34
    DOI: 10.1086/209542
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    1. Lin, Lily & Hoegg, JoAndrea & Aquino, Karl, 2018. "When Beauty Backfires: The Effects of Server Attractiveness on Consumer Taste Perceptions," Journal of Retailing, Elsevier, vol. 94(3), pages 296-311.
    2. Tukamushaba Eddy K. & Xiao Honggen & Ladkin Adele, 2016. "The effect of tourists’ perceptions of a tourism product on memorable travel experience: Implications for destination branding," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(1), pages 2-12, May.
    3. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
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    5. Ata Jami, 2016. "Healthy Reflections: The Influence of Mirror-Induced Self-Awareness on Taste Perceptions," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 57-70.
    6. Haryanto, Jony Oktavian & Moutinho, Luiz & Coelho, Arnaldo, 2016. "Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil," Journal of Business Research, Elsevier, vol. 69(10), pages 4020-4032.
    7. Cowley, Elizabeth, 2008. "Looking back at an experience through rose-colored glasses," Journal of Business Research, Elsevier, vol. 61(10), pages 1046-1052, October.
    8. Michael Flacandji & Nina Krey, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Post-Print hal-03219821, HAL.
    9. Cowley, Elizabeth, 2014. "Consumers telling consumption stories: Word-of-mouth and retrospective evaluations," Journal of Business Research, Elsevier, vol. 67(7), pages 1522-1529.
    10. Daniel J Walters & Hal E Hershfield & J Jeffrey Inman & Rebecca K Ratner, 2020. "Consumers Make Different Inferences and Choices When Product Uncertainty Is Attributed to Forgetting Rather than Ignorance [Is Memory Schematic?]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(1), pages 56-78.
    11. Shin, Hyunju & Parker, Janna, 2017. "Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 1-11.
    12. Blanca Hernández-Ortega & José L. Franco, 2019. "Developing a new conceptual framework for experience and value creation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 225-248, June.
    13. Dhananjay Bapat, 2018. "Exploring advertising as an antecedent to brand experience dimensions: an experimental study," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 210-217, December.
    14. Antonia Mantonakis & Norbert Schwarz & Amanda Wudarzewski & Carolyn Yoon, 2017. "Malleability of taste perception: biasing effects of rating scale format on taste recognition, product evaluation, and willingness to pay," Marketing Letters, Springer, vol. 28(2), pages 293-303, June.
    15. Bienenstock Sophie, 2018. "Utility Misperception in a Vertically Differentiated Duopoly," Review of Law & Economics, De Gruyter, vol. 14(3), pages 1-43, November.
    16. Della Lena, Sebastiano & Timming, Andrew R., 2023. "Why do consumers prefer one brand over another? The economics and sociology of brand competitiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Smith, Robert W. & Keller, Kevin Lane, 2021. "If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 698-714.
    18. Doreen Kum & Yih Lee, 2011. "The joint effects of advertising and product trial: A source-monitoring perspective," Marketing Letters, Springer, vol. 22(3), pages 213-226, September.
    19. Bee Li Yeo, 2016. "Assessing Customer Emotion Product Relationship and Customer Retention Towards Halal Cosmetic Products ," GATR Journals jmmr113, Global Academy of Training and Research (GATR) Enterprise.
    20. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
    21. Cowley, Elizabeth, 2006. "Processing exaggerated advertising claims," Journal of Business Research, Elsevier, vol. 59(6), pages 728-734, June.
    22. Kristensson, Per & Wästlund, Erik & Söderlund, Magnus, 2017. "Influencing consumers to choose environment friendly offerings: Evidence from field experiments," Journal of Business Research, Elsevier, vol. 76(C), pages 89-97.
    23. McDaniel, Stephen R. & Heald, Gary R., 2000. "Young Consumers' Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory," Sport Management Review, Elsevier, vol. 3(2), pages 163-184, November.

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