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 MoreFeatured
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
Featured
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA
Featured
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School