You Can’T Always Forget What You Want: Social Identity and Memory For Identity-Based Advertising

What makes a social identity important to a consumer and how does identity importance affect memory for identity-linked promotions? We suggest that identity distinctiveness and exposure to negative identity-relevant information affect identity importance and produce opposite memory effects among consumers who "know" versus "feel" a social identity. Supporting a retrieval-based account, implicit and explicit memory measures yield divergent results.



Citation:

Li Huang and Amy Dalton (2012) ,"You Can’T Always Forget What You Want: Social Identity and Memory For Identity-Based Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.

Authors

Li Huang, City University of Hong Kong, China
Amy Dalton, Hong Kong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Featured

Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.