It Must Be My Favourite Brand: Using Retroactive Brand Replacements in Doctored Photographs to Influence Brand Preferences

Hellenthal, M. V., Howe, M. L. & Knott, L. (2016). It Must Be My Favourite Brand: Using Retroactive Brand Replacements in Doctored Photographs to Influence Brand Preferences. Applied Cognitive Psychology, doi: 10.1002/acp.3271

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Abstract

We examined whether memories for personally chosen brands could be altered by retroactive exposure to less-liked competitor brands embedded in manipulated photographs. In addition, we investigated whether memory errors would lead to preference change for falsely remembered brands. Fifty participants were asked to compile their personal 'brand lifestyle basket', which was then captured in a photo showing the basket and participant. After 1week, participants were exposed to the photograph in which some of the originally chosen brands were replaced by different brands of the same category. Results of a memory test revealed a robust misinformation effect. The analysis of premanipulation and postmanipulation preference ratings indicated a positive shift in attitude and behaviour towards falsely accepted misinformation brands. Our findings contribute to what we know about the behavioural consequences of false memories and extend the generalizability of false memory effects to what might be considered a futuristic advertising measure.

Item Type: Article
Additional Information: This is the peer reviewed version of the following article: Hellenthal, M. V., Howe, M. L., and Knott, L. M. (2016) It Must Be My Favourite Brand: Using Retroactive Brand Replacements in Doctored Photographs to Influence Brand Preferences. Appl. Cognit. Psychol., which has been published in final form at http://dx.doi.org/10.1002/acp.3271. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
Uncontrolled Keywords: consequences false memories, misinformation effects, advertising, retroactive placements, preference changes
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: School of Social Sciences > Department of Psychology
URI: http://openaccess.city.ac.uk/id/eprint/15779

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