“Yes, I Recall,” But “No, I Don’T”? – Why Negating (Vs. Affirming) Brand Attributes Impairs the Brand’S Recall Memory
In five studies, we demonstrate that negating (vs. affirming) brand attributes impair recall memory of the brand. Using research on spreading semantic activation, we demonstrate the psychological mechanism associated with brand attribute negation-induced forgetting. We also demonstrate extrinsic and intrinsic motivations as boundary conditions for the documented effect.
Sudipta Mandal, Arvind Sahay, and Sanjeev Tripathi (2021) ,"“Yes, I Recall,” But “No, I Don’T”? – Why Negating (Vs. Affirming) Brand Attributes Impairs the Brand’S Recall Memory", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 454-455.
Sudipta Mandal, Indian Institute of Management, Indore
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
NA - Advances in Consumer Research Volume 49 | 2021
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