The Effects of Imagery, False Memory and Experience on Attitude Confidence

Priyali Rajagopal, Southern Methodist University, USA
Nicole Montgomery, College of William and Mary, USA
We examine whether the use of imagery in advertising can create false memories about brand experiences among consumers, thereby affecting the confidence with which consumers hold attitudes about an advertised brand. We propose that viewing a high imagery ad (compared to a low imagery ad) may create a false memory that consumers have used the brand in the past. Since direct product experience leads to more confident attitudes than attitudes based on indirect experience, this false memory about brand usage may lead to more confident brand attitudes. Thus, imagery can have effects on attitude confidence that are equivalent to the effects of actual direct experience.
[ to cite ]:
Priyali Rajagopal and Nicole Montgomery (2009) ,"The Effects of Imagery, False Memory and Experience on Attitude Confidence", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 724-725.