An Associative Structure of Memory Distortions: Effects of Brand Familiarity and Positive Versus Negative Information

The research shows the internal mechanisms of creating false memory of the brand, on the basis of associations which are activated by information coming from other sources than the consumers’ previous experience with the brand. Effects of brand familiarity and effects of positive versus negative information are considered.



Citation:

Alicja Grochowska and Andrzej Falkowski (2012) ,"An Associative Structure of Memory Distortions: Effects of Brand Familiarity and Positive Versus Negative Information ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 269-278.

Authors

Alicja Grochowska, Warsaw School of Social Sciences and Humanities, Poland
Andrzej Falkowski, Warsaw School of Social Sciences and Humanities, Poland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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