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Learning through Virtual Product Experience: The Role of Imagery on True versus False Memories

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  • Ann E. Schlosser

Abstract

Two experiments examined the effect of interacting with a virtual object (object interactivity) on true and false memories. Although object interactivity may improve memory of associations compared to static pictures and text, it may lead to the creation of vivid internally generated recollections that pose as real memories. Consequently, compared to information conveyed via static pictures and text, object interactivity may cause people to falsely recognize more nonpresented features. The results support these hypotheses and provide converging evidence that this false-recognition effect is due to using imagery during retrieval and is robust, emerging regardless of individuals' goals (to search or browse) or learning intent. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Ann E. Schlosser, 2006. "Learning through Virtual Product Experience: The Role of Imagery on True versus False Memories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 377-383, October.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:377-383
    DOI: 10.1086/508522
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    Cited by:

    1. Aydınoğlu, Nilüfer Z. & Krishna, Aradhna, 2019. "The power of consumption-imagery in communicating retail-store deals," Journal of Retailing, Elsevier, vol. 95(4), pages 116-127.
    2. Cowan, Kirsten & Spielmann, Nathalie & Horn, Esther & Griffart, Clovis, 2021. "Perception is reality… How digital retail environments influence brand perceptions through presence," Journal of Business Research, Elsevier, vol. 123(C), pages 86-96.
    3. Halkias, Georgios & Diamantopoulos, Adamantios, 2020. "Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 714-736.
    4. Zhao, Min & Xia, Lan, 2021. "Joint or separate? The effect of visual presentation on imagery and product evaluation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 935-952.
    5. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
    6. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The fairyland of Second Life: Virtual social worlds and how to use them," Business Horizons, Elsevier, vol. 52(6), pages 563-572, November.
    8. Nickel, Kristina & Orth, Ulrich R. & Kumar, Minu, 2020. "Designing for the genders: The role of visual harmony," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 697-713.
    9. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    10. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
    11. Ravil Akhmadeev & Tatiana Morozova & Olga Yurievna Voronkova & Alexey A. Sitnov, 2019. "Targets determination model for VAT risks mitigation at B2B marketplaces," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 1197-1216, December.
    12. Dionysis Skarmeas & Constantinos N. Leonidou & Charalampos Saridakis & Giuseppe Musarra, 2020. "Pathways to Civic Engagement with Big Social Issues: An Integrated Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 261-285, June.

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