Postexperience advertising effects on consumer memory

Research output: Contribution to journalArticlepeer-review

197 Scopus citations


Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers' own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their past product experience had been as suggested by the advertising. Over time this postexperience advertising information can become incorporated into the brand schema and influence future product decisions.

Original languageEnglish (US)
Pages (from-to)319-334
Number of pages16
JournalJournal of Consumer Research
Issue number4
StatePublished - Mar 1999

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Postexperience advertising effects on consumer memory'. Together they form a unique fingerprint.

Cite this