Remembering the Best of Times Or the Worst of Times? the Moderating Role of Brand Commitment on False Product Experience Memories

Nicole Montgomery, College of William and Mary, USA
Priyali Rajagopal, Southern Methodist University, USA
Our research shows high commitment consumers are less susceptible to the creation of negative false memories about their committed brand, but are more susceptible to the creation of positive false memories about prior brand experience. Low commitment consumers are susceptible to the valence of the vivid information presented to them.
[ to cite ]:
Nicole Montgomery and Priyali Rajagopal (2012) ,"Remembering the Best of Times Or the Worst of Times? the Moderating Role of Brand Commitment on False Product Experience Memories ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 32-36.