Memory Reconstruction Following Written Testimonials

Exposing consumers to advertisements after they have used a product has been shown to influence memory-based evaluations of the product-usage experience and inflate product judgments (Braun 1999). We investigate in the present research whether having consumers write product testimonials performs a similar role. Results from three studies reveal that testimonials do in fact positively bias consumers’ memory-based product evaluations. However, due to characteristics unique to testimonial writing, these positive effects may be mitigated by discounting processes. We show how testimonial efficacy depends on consumers’ associations with personal relationships and, importantly, how brand managers can avoid potential backlash effects from consumer exaggeration or puffery.

Citation:

Terence Shimp, Stacy Wood, and Laura Smarandescu (2005) ,"Memory Reconstruction Following Written Testimonials", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 224-225.