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.



Citation:

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.

Authors

Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions

Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA

Read More

Featured

Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School

Read More

Featured

The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

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.