You Can’T Always Forget What You Want: Social Identity and Memory For Identity-Based Advertising

Li Huang, City University of Hong Kong, China
Amy Dalton, Hong Kong University of Science and Technology, China
What makes a social identity important to a consumer and how does identity importance affect memory for identity-linked promotions? We suggest that identity distinctiveness and exposure to negative identity-relevant information affect identity importance and produce opposite memory effects among consumers who "know" versus "feel" a social identity. Supporting a retrieval-based account, implicit and explicit memory measures yield divergent results.
[ to cite ]:
Li Huang and Amy Dalton (2012) ,"You Can’T Always Forget What You Want: Social Identity and Memory For Identity-Based Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.