Persuasive Advertising With Sophisticated But Impressionable Consumers

Dominique Lauga , UC San Diego, USA
I propose a model in which consumers base their purchasing decisions upon their recollections of product quality and in which firms can use advertising to change these recollections. Although consumers are aware that such advertising has occurred, they cannot prevent their memories from being affected. I show that this type of advertising does not necessarily signal high-quality products.
[ to cite ]:
Dominique Lauga (2011) ,"Persuasive Advertising With Sophisticated But Impressionable Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 119-120.