Transmitting Well-Reasoned Word of Mouth Impairs Memory For Product Experiences

Zoey Chen, University of Miami, USA
Ann Schlosser, University of Washington, USA
We propose that writing reviews can impair reviewers’ product memories. Across five studies, we find that writing reviews— especially logical- rather than imagery-based reviews— can cause memory errors. This is because attempts to write a logical review involves a search for well-reasoned arguments rather than rehearsing the original product experience.
[ to cite ]:
Zoey Chen and Ann Schlosser (2015) ,"Transmitting Well-Reasoned Word of Mouth Impairs Memory For Product Experiences ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 157-162.