Transforming consumer experience: When timing matters

Kathryn A. Braun-LaTour, Michael S. LaTour

Research output: Contribution to journalArticlepeer-review

40 Scopus citations


How advertising can influence or change consumers’ product experience has been a topic of great interest to marketers. The majority of research has suggested that advertising received prior to an experience can exert the most influence. In 1999, however, Braun introduced the concept of reconstructive memory, and demonstrated that advertising received after an experience can alter how consumers remember their experience. The issue of which order of framing of an experience through advertising is most influential on consumer memory has not yet been investigated. A constructive memory framework that can take into account both forward- and backward-framing effects and an experiment that tests hypotheses regarding the presentation order of advertising and experience is presented. The implications for the study of transformational advertising are discussed.

Original languageEnglish (US)
Pages (from-to)19-30
Number of pages12
JournalJournal of Advertising
Issue number3
StatePublished - 2005

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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