Advertising's Misinformation Effect

Kathryn A. Braun*, Elizabeth F. Loftus

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

45 Scopus citations


This research explores whether post-experience advertising alters information learned in a consumer's direct experience. An advertising misinformation effect was obtained for colour memory of a previously seen candy bar wrapper upon both visual and verbal misinformation. However, the misleading visual information produced more 'remember' judgements than misleading verbal information. This advertising misinformation effect did not dissipate when the source was discredited. We found that such memory changes can be directly linked to consumer subjective judgements and choices when the misleading information is particularly salient. Not only do these findings constitute a novel generalizability of the misinformation effect, they also have implications for social policy research on deceptive advertising.

Original languageEnglish (US)
Pages (from-to)569-591
Number of pages23
JournalApplied Cognitive Psychology
Issue number6
StatePublished - Dec 1998

ASJC Scopus subject areas

  • Experimental and Cognitive Psychology
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)


Dive into the research topics of 'Advertising's Misinformation Effect'. Together they form a unique fingerprint.

Cite this