That’S Not How I Remember It: Willfully Ignorant Memory For Ethical Product Attribute Information

Rebecca Naylor, The Ohio State University, USA
Julie R. Irwin, The University of Texas at Austin, USA
Kristine Ehrich, University of San Diego, USA
Across three studies we demonstrate that consumers respond to information that a product performs poorly on an ethical attribute by using willfully ignorant memory, a self-protection mechanism in which they are more likely to misremember poor performance on an ethical attribute than positive performance on an ethical attribute.
[ to cite ]:
Rebecca Naylor, Julie R. Irwin, and Kristine Ehrich (2011) ,"That’S Not How I Remember It: Willfully Ignorant Memory For Ethical Product Attribute Information ", 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: 230-231.