A Reexamination of Post-Experience Advertising Effects: the Moderating Role of Accuracy Motivation

Braun (1999) demonstrated that advertising can influence consumers’ recollection of a firsthand experience with a product even when exposure to advertising information follows rather than precedes direct product experience. This post-experience effect was attributed to the overshadowing of experiential information by favorable advertising. We extend this cognitive perspective and show that motivational factors moderate the post-experience advertising effect. In two studies we demonstrate that accuracy motivation eliminates the distorting influence of post-experience advertising. More specifically, we show that even if accuracy motivation is increased right before the judgment (retrieval stage), i.e. after the exposure to advertising, it can still lead to more accurate judgments.


Kunter Gunasti, Hans Baumgartner, and Min Ding (2008) ,"A Reexamination of Post-Experience Advertising Effects: the Moderating Role of Accuracy Motivation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 864-864.


Kunter Gunasti, Pennsylvania State University
Hans Baumgartner, Pennsylvania State University
Min Ding, Pennsylvania State University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

Read More


L3. Categorizing Engagement Behaviors from the Perspective of Customer Resources

Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More


D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

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.