The Effect of Social Trust on Consumers’ Memory of Ads

Drawing on the extant trust and distrust literature (Schul and Mayo 2004; Priester and Petty 1995) and the “depth of processing model” (Craik, Lockhart and Jacoby 1976), we propose that a low trust mind-set deepens the level of ad information processing and in turn improves memory of ads. In addition, the effect of the level of trust is qualified by type of messages (Darke and Richie 2007). Preliminary results suggest that, as expected, participants with low trust mind-sets are significantly higher in memory accuracy of ad information than participants with high trust mind-sets when the message type is about objective attributes rather than subjective claims. Theoretical contributions and implications for practitioners are discussed.



Citation:

Aiyin Wang and Ulf Bockenholt (2009) ,"The Effect of Social Trust on Consumers’ Memory of Ads", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 958-959.

Authors

Aiyin Wang, McGill University, Canada
Ulf Bockenholt, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Featured

When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

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.