Can Advertising Change Memory for Even a Really Discrepant Experience? Paradigm Issues in the Study of Postexperience Advertising

Kathryn A. LaTour*, Michael S. LaTour

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

There has been some debate between marketing researchers regarding the role postexperience advertising can play on influencing consumer memory. Our investigation looks at whether paradigm differences can account for these different findings or whether advertising's influence on altering sensory memory is indeed limited. We also investigate a potential mediator of the advertising misinformation effect: strength of encoding the original experience. Paradigms are important for scientific progress, but they are not infallible. It is important for advertising researchers that the methodology is precise and controlled enough in order to identify the mechanism theoretically proposed for inducing the memory change while at the same time being externally valid for understanding consumers' marketplace behavior. We discuss the implications of our findings for practice and academic research.

Original languageEnglish (US)
Pages (from-to)210-226
Number of pages17
JournalJournal of Current Issues and Research in Advertising
Volume33
Issue number2
DOIs
StatePublished - Aug 16 2012

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'Can Advertising Change Memory for Even a Really Discrepant Experience? Paradigm Issues in the Study of Postexperience Advertising'. Together they form a unique fingerprint.

Cite this