The Effect of Social Trust on Consumers’ Memory of Ads

Aiyin Wang, McGill University, Canada
Ulf Bockenholt, McGill University, Canada
Drawing on the extant trust and distrust literature (Schul and Mayo 2004; Priester and Petty 1995) and the “depth of processing model” (Craik, Lockhart and Jacoby 1976), we propose that a low trust mind-set deepens the level of ad information processing and in turn improves memory of ads. In addition, the effect of the level of trust is qualified by type of messages (Darke and Richie 2007). Preliminary results suggest that, as expected, participants with low trust mind-sets are significantly higher in memory accuracy of ad information than participants with high trust mind-sets when the message type is about objective attributes rather than subjective claims. Theoretical contributions and implications for practitioners are discussed.
[ to cite ]:
Aiyin Wang and Ulf Bockenholt (2009) ,"The Effect of Social Trust on Consumers’ Memory of Ads", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 958-959.