Yes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations
In five experiments, we demonstrate that entirely extraneous brand placement contexts that evoke a negation (vs. affirmation) lead to impaired brand recall. We also demonstrate this using embodied cognition. Motivation to remember moderates the phenomenon. Finally, using spreading semantic activation, we demonstrate the psychological mechanism associated with such negation-induced forgetting.
Sudipta Mandal, Arvind Sahay, and Sanjeev Tripathi (2018) ,"Yes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 696-697.
Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
NA - Advances in Consumer Research Volume 46 | 2018
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