I Know What I Saw: Advertising’S Distortion Effect on Memory

This research investigates whether false memory reconstructed by post experience advertising, distorts consumer’s direct experience with the product. The memory effects created by post-experience advertising will endure over time as brand schema information if it reshapes consumers' experiential memories. Recently several studies have indicated that advertising influences “how” and “what” consumers remember and consequently it can be used as a tool to reconstruct memory. This study explores whether post experience advertising can alter consumers’ memory such that they remember seeing the size of the product package bigger than it actually is.


Muzaffer Bodur, Cengiz Yilmaz, Pinar Yildirim, and Baris Ursavas (2011) ,"I Know What I Saw: Advertising’S Distortion Effect on Memory", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 176-177.


Muzaffer Bodur, Bogazici University, Turkey
Cengiz Yilmaz, Middle East Technical University, Turkey
Pinar Yildirim, Bilgi University, Turkey
Baris Ursavas, Bilgi University, Turkey


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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