Consumer Endorsements: When and How Do Consumers Remember Their Own Misleading Recommendations?

Consumers are often encouraged to recommend brands (i.e. "like us" on Facebook). On occasion, consumers endorse brands that they don't really like. We look at the consequences of lying on memory and find that the heightened arousal during the communication of a lie that improves memory for the misleading recommendation.


Elizabeth Cowley and Christina I Anthony (2016) ,"Consumer Endorsements: When and How Do Consumers Remember Their Own Misleading Recommendations?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 423-424.


Elizabeth Cowley, University of Sydney, Australia
Christina I Anthony, University of Sydney, Australia


NA - Advances in Consumer Research Volume 44 | 2016

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