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

The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More

Featured

Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

Read More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

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.