A Reexamination of Post-Experience Advertising Effects: the Moderating Role of Accuracy Motivation

Kunter Gunasti, Pennsylvania State University
Hans Baumgartner, Pennsylvania State University
Min Ding, Pennsylvania State University
Braun (1999) demonstrated that advertising can influence consumers’ recollection of a firsthand experience with a product even when exposure to advertising information follows rather than precedes direct product experience. This post-experience effect was attributed to the overshadowing of experiential information by favorable advertising. We extend this cognitive perspective and show that motivational factors moderate the post-experience advertising effect. In two studies we demonstrate that accuracy motivation eliminates the distorting influence of post-experience advertising. More specifically, we show that even if accuracy motivation is increased right before the judgment (retrieval stage), i.e. after the exposure to advertising, it can still lead to more accurate judgments.
[ to cite ]:
Kunter Gunasti, Hans Baumgartner, and Min Ding (2008) ,"A Reexamination of Post-Experience Advertising Effects: the Moderating Role of Accuracy Motivation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 864-864.