Mixing It Up: the Effects of Cognitive Contrasting on Cognitive Resource Availability and Advertisement Recall

Ryan S. Elder, University of Michigan, USA
James A. Mourey, University of Michigan, USA
Challenging prior literature, we show that participants have more cognitive resources immediately available following tasks differing in their level of difficulty than when the task difficulty is held constant. Specifically, across three experiments we demonstrate the effect of “cognitive contrasting” on increased cognitive resource availability and recall of advertisement information.
[ to cite ]:
Ryan S. Elder and James A. Mourey (2011) ,"Mixing It Up: the Effects of Cognitive Contrasting on Cognitive Resource Availability and Advertisement Recall", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.