The Role of Product Category Familiarity and Temporal Construal in Consumer Self-Referent Advertising

Claudiu V. Dimofte, Georgetown University
Richard F. Yalch, University of Washington
Previous research conceptualizes consumers’ evaluations of self-referent advertisements as discrete episodic processing instances involving the ad-hoc matching of ad and personal memory detail. Effects vary depending on whether individuals are reliving their past or imaging their future. The present article qualifies this finding by proposing that consumers familiar with a product are primarily semantic processors and largely unaffected by advertising detail. Instead, self-referent ads prompt their personal knowledge causing source monitoring errors and memory intrusions. This leads to self-related biases in ad evaluation, depending on the temporal orientation of the ad.
[ to cite ]:
Claudiu V. Dimofte and Richard F. Yalch (2008) ,"The Role of Product Category Familiarity and Temporal Construal in Consumer Self-Referent Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 726-727.