Transmitting Well-Reasoned Word of Mouth Impairs Memory For Product Experiences
We propose that writing reviews can impair reviewers’ product memories. Across five studies, we find that writing reviews— especially logical- rather than imagery-based reviews— can cause memory errors. This is because attempts to write a logical review involves a search for well-reasoned arguments rather than rehearsing the original product experience.
Zoey Chen and Ann Schlosser (2015) ,"Transmitting Well-Reasoned Word of Mouth Impairs Memory For Product Experiences ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 157-162.
Zoey Chen, University of Miami, USA
Ann Schlosser, University of Washington, USA
NA - Advances in Consumer Research Volume 43 | 2015
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