Revealing obstacles to the consumer imagination

The research proposes that the consumer imagination combines information about a current sensory stimulus (product) with triggered episodic memories to use as inputs in making product evaluations. Two studies reveal that the consumer imagination can be suppressed when preferred haptic sensory information is missing and when a situation is unambiguous, reducing the need for relying on episodic memory. The research findings support the general notion that the consumer imagination enhances purchase intentions compared to considering product attributes because the imagination enables consumers to integrate the information in a more efficient way. In both studies, perceived ownership mediates the effect. Contributions to theory and practical implications are provided.     

False memory and importance: Can we prioritize encoding without consequence?

Given the large amount of information that we encounter, we often must prioritize what information we attempt to remember. Although critical for everyday functioning, relatively little research has focused on how people prioritize the encoding of information. Recent research has shown that people can and do selectively remember information assigned with higher, relative to lower, importance. However, the mechanisms underlying this prioritization process and the consequences of these processes are still not well understood. In the present study, we sought to better understand these prioritization processes and whether implementing these processes comes at the cost of memory accuracy, by increasing false memories. We used a modified form of the Deese/Roediger–McDermott (DRM) paradigm, in which participants studied DRM lists, with each list paired with low, medium, or high point values. In Experiment 1, encoding higher values led to more false memories than did encoding lower values, possibly because prioritizing information enhanced relational processing among high-value words. In Experiment 2, disrupting relational processing selectively reduced false memories for high-value words. Finally, in Experiment 3, facilitating relational processing selectively increased false memories for low-value words. These findings suggest that while prioritizing information can enhance true memory, this process concomitantly increases false memories. Furthermore, the mechanism underlying these prioritization processes depends on the ability to successfully engage in relational processing. Thus, how we prioritize the encoding of incoming information can come at a cost in terms of accurate memory.     

The role of frequency of experience with a product category and temporal orientation in self‐referent advertising

Previous research conceptualized consumers' evaluations of self-referent advertisements as discrete episodic processing instances requiring the ad-hoc matching of ad and personal knowledge detail. The present research proposes that consumers with frequent (infrequent) experiences in a product category are primarily semantic (episodic) processors. Consequently, consumers with frequent experiences have an illusion of detail matching in retrospective self-referencing resulting from schema-driven memory intrusions induced by highly detailed ads. Alternatively, consumers with infrequent experiences exhibit intrusions in anticipatory self-referencing due to imagination inflation prompted by these ads. Two experiments demonstrate how consumer knowledge-based details interact with message details in retrospective and anticipatory self-referencing situations to alter ad evaluations depending on the extent of prior experience.     

Earliest memories in Israeli kibbutz upbringing: it is parental engagement that makes a difference

Culture and parenting shape the ability to recall early childhood experiences. This research focused on the unique context of upbringing in the Israeli kibbutz and examined how cultural orientation and experiences of parental engagement in Kibbutz and non-Kibbutz settings shaped adults’ earliest memories. Participants were 108 women (study 1) and 75 women and men (study 2) who were raised in traditional kibbutz upbringing or in a non-kibbutz family setting. In addition to reporting their earliest memory and age at earliest memory, participants estimated retrospectively the amount of daily time spent in interaction with parents, caregivers, and other children during the time of earliest memory. Overall, upbringing-related variations in cultural orientation were evident in the content of memories. A prediction of later age at earliest memory due to limited opportunities for parent–child interaction characteristic of traditional kibbutz upbringing was not supported. Rather, in both studies, age at earliest memory was linked to retrospective estimation of parental engagement, after controlling for childhood ecology. Study 2 revealed also a link of age at earliest memory to retrospective estimation of involvement with non-parental caregivers. These findings are congruent with the social-interaction model’s claims about the importance of interaction with caregiving adults to autobiographical memory’s development.     

Mood,dissociation and false memories using the Deese‐Roediger‐McDermott procedure

Who is likely to have a false memory? Does being in a certain transient state, such as a negative mood, mean that a person is more like to have a false memory? These important questions are examined using the Deese‐Roediger‐McDermott (DRM) procedure. The amount of false memories was compared with people's score on a dissociation measure and by mood. Unlike past research, which has used different procedures to explore false memories, we found that dissociation was not associated with false memories. We argue that this is because the DRM procedure requires two processes for a false memory (the generation of the critical lure and mistaking its source), while most false memory procedures only require one process (source monitoring error) because the errant information is suggested to the participant. This pattern of results suggests that only errors with the source monitoring process are associated with dissociation. We found that mood was related to false memories, but it was dependent on the specific task demands. If participants were told to recall as many words as they could, then people in a negative mood had more false memories. However, if they were told to recall as many words as they felt like recalling, then there were more false memories for people in a positive mood. This can be explained by the mood‐as‐input hypothesis. Results are discussed in relation to both theories and applications of memory.     

Making Decisions for Other People: the Moderating Roles of Risky Information,Health Claims and Product Involvement

People tend to incorporate more variety seeking when they make purchasing decisions for others rather than for themselves because such behavior is perceived as a socially agreeable behavior. Building upon previous research, the present research seek to explore the underlying mechanisms and factors on the relationship between self-other difference and variety-seeking tendency. Risky information, health claims and consumer product involvement are used to examine the moderating effects on this relationship. The results indicate that people demonstrate less variety seeking in the presence of risky information than in the absence of risky information when purchasing products for themselves, while their variety-seeking behavior remains similar regardless of whether products have risky information when selecting products for others. In addition, people demonstrate more variety seeking in the presence of health claims than in the absence of health claims when purchasing products for themselves, while people tend to demonstrate less variety seeking in the presence of health claims than in the absence of health claims when selecting products for others. Moreover, people with high product involvement tend to demonstrate more variety seeking than do those with low involvement when selecting products for themselves, while they demonstrate similar variety seeking regardless of whether they have low or high involvement when purchasing products for others. Finally, the academic and practical implications are addressed.     

Advertising Effectiveness and Attitude Change Vary as a Function of Working Memory Capacity

Prior research has confirmed that the amount of attention paid to an advertisement will influence its effectiveness when it comes to changing consumer attitudes. This study expands on this understanding by exploring how individual differences in the ability to control attention (i.e., working memory capacity; WMC) might further moderate the effect of attention on advertising. Participants who varied in WMC were evaluated on their attitudes towards a consumer brand before and after viewing a video advertisement. While the advertisement did make participants more positive towards the product overall, this change in attitude was directly related to participants' ability to control attention and the degree to which the ad fostered the activation of autobiographical memories. Further, these changes in attitude were unrelated to how well the ad was remembered. This suggests that individual differences in attentional control can influence how advertisements impact customer attitude and the acceptance of persuasive messaging. Copyright © 2016 John Wiley & Sons, Ltd.     

Exploring the role of repetition and sensory elaboration in the imagination inflation effect

Two experiments were conducted to examine whether a misattribution of specific characteristics or a misattribution of global familiarity underlies false memories as assessed through imagination inflation. Using the paradigm developed by Goff and Roediger (1998), we found that the proportion of false memories increased with repeated imagination, replicating the imagination inflation effect. False memories developed through imagination were greatest in conditions that forced participants to include sensory detail in their imaginings. Finally, conscious recollection more often accompanied false memories in perceptually detailed imagination conditions, whereas feelings of familiarity more often accompanied false memories in conditions that lacked sensory cues. These results suggest that imagination that contains more perceptual information leads to more elaborate memory representations containing specific characteristics that can be confused with actually performed actions. Confusion based on these representations, as opposed to confusion based on processing fluency, is more likely to lead to false memories.     

The imagination effect increases with an increased intrinsic cognitive load

The imagination effect occurs when learners imagining a procedure or concept perform better on a subsequent test than learners studying rather than imagining. Cognitive load theory explains this result by postulating that information is more likely to be transferred from working to long‐term memory under imagination conditions. In an experiment using elementary school students, it was hypothesised that the imagination effect would be larger using more complex, high intrinsic cognitive load information rather than less complex, low intrinsic cognitive load information because assistance in transferring information to long‐term memory provided by the imagination procedure is less important using simpler materials. Experimental results supported this hypothesis. It was concluded that imagination instructions are more likely to enhance learning when associated with complex information. Copyright © 2007 John Wiley & Sons, Ltd.     

Remembering Public,Political Events: A Cross‐Cultural and ‐Sectional Examination of Australian and Japanese Public Memories

We examined and compared the initiating conditions of flashbulb memory (FBM) confidence and event memory accuracy across two different, yet similar public, political events occurring in two different countries: Australia and Japan. To do so, we seized upon the occurrence of two politically important events: the resignation of the Japanese and Australian Prime Ministers in June 2010. In a series of mean and correlation analyses, we concluded that different factors may determine event memory accuracy and FBM confidence across cultures. In particular, the way different cultures emotionally appraise and rehearse the event, their attitude toward the political parties/their political involvement and self‐construal may have important implications for how individuals accurately remember the event and the confidence they hold for their memories of the context when learning of the event. We discuss avenues of future research to better understand the extent to which cultural differences drove these results. Copyright © 2015 John Wiley & Sons, Ltd.     

False claims about false memory research

Pezdek and Lam [Pezdek, K. & Lam, S. (2007). What research paradigms have cognitive psychologists used to study "False memory," and what are the implications of these choices? Consciousness and Cognition] claim that the majority of research into false memories has been misguided. Specifically, they charge that false memory scientists have been (1) misusing the term "false memory," (2) relying on the wrong methodologies to study false memories, and (3) misapplying false memory research to real world situations. We review each of these claims and highlight the problems with them. We conclude that several types of false memory research have advanced our knowledge of autobiographical and recovered memories, and that future research will continue to make significant contributions to how we understand memory and memory errors.     

Maltreated Children's Memory of Stressful Removals from Their Biological Parents

The effects of stress on memory were examined through a study of 33 3 to 12‐year‐old maltreated children removed from their biological parents by the Child Protective Services because of an emergency (acute) or normal (planned) care order. Children's stress levels were rated by a researcher present during the removal and children's memory of the removal investigated at a later time. The type of removal significantly predicted children's level of stress. ‘Acute removal’ children remembered more from high‐stress phases of the removal than the ‘planned removal’ children. All children had more accurate memories of the low‐stress phases. Details remembered were rated as central or peripheral; more central information was recalled than peripheral information. The ‘acute removal’ children recalled more peripheral information from the high‐stress phases of the removal than the low‐stress phases, a difference, which was not present for the ‘planned removal’ children. Copyright © 2011 John Wiley & Sons, Ltd.     

A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory

We report 2 studies that examined how the strength of humorous advertising executions and their relevance to the brand claims in the advertisement influence consumer memory for the claims. We infer the underlying memory processes by testing claims memory using recall, recognition, and indirect tests following incidental exposure to advertisements manipulating humor strength and claims relevance. Memory for the humor component was checked as corroborating evidence. We also validated these inferences by contrasting these effects on claims and humor memory with those under instructed elaboration. Study 1 shows that for humor of low claims relevance, brand claims memory is an inverted U‐shaped function of humor strength. Compared to both nonhumor and high‐strength humor, moderate humor facilitates both encoding and retrieval of the claims. The patterns of humor memory and instructed elaboration effects suggest that low‐relevance humor is not spontaneously linked to the claims even when processing resources are available. Study 2 shows that when strong humor is made more relevant, brand claims memory improves even during incidental exposure. Corresponding humor memory and instructed elaboration effects imply that relevance encourages the formation of humor‐claims links that facilitate encoding and retrieval of the claims. The results show that although strong humor inhibits the processing received by the brand claims, enhancing its claims relevance can compensate for such inhibition.     

Combating Co‐witness contamination: Attempting to decrease the negative effects of discussion on eyewitness memory

Witnesses who discuss an event with others often incorporate misinformation encountered during the discussion into their memory of the event. Two experiments were conducted to establish whether this memory conformity also occurs in the context of an interview and whether it is possible to reduce the effect. Participants viewed a crime‐video which they then discussed with a co‐witness. Some participants were warned they may have been exposed to misinformation during the discussion before all were interviewed individually. In Experiment 1, participants made remember/know judgments about each component of their free recall, and in Experiment 2 they were asked to indicate the source of their memories. Co‐witness information was incorporated into participants' testimony, and this effect could not be significantly reduced using warnings and source‐monitoring instructions. Remember/know judgments may be useful in distinguishing ‘real’ memories from false memories. We make some recommendations regarding the interviewing of witnesses. Copyright © 2009 John Wiley & Sons, Ltd.     

A comparison of involuntary autobiographical memory retrievals

This study compared three different ways autobiographical memories are elicited involuntarily: (1) cued by an active goal common to memory and retrieval contexts in combination with sensory information associated with this goal‐directed activity; (2) cued by sensory information that does not relate to goal‐directed activity common to both memory and retrieval contexts; and (3) activated when no identifiable cue present in retrieval context. Two hundred and twenty eight participants recorded details of a single autobiographical memory that resulted naturally from a spontaneous, non‐deliberate retrieval. Nearly all recorded memories described specific events (83%) with very few memories less than 7 days old (8%) and many memories more than 5 years old (44%). No significant differences resulted between the three retrieval types for the age, specificity or prior rehearsal of memories reported. However, the level of attention at retrieval was significantly more diffuse for retrievals without a clearly identifiable cue. The authors discuss the implications of these findings for current models of involuntary autobiographical memory retrieval. Copyright © 2006 John Wiley & Sons, Ltd.     

The impact of post-event information on study-related memories: an exploration of the roles of judgemental anchoring, specific expectations about change, and motivational influences

We explored how well common theories about the impact of post-event information on memories explain recollections that occur naturally in university students' study routines. Instead of starting from a familiar research paradigm, such as those used in hindsight-bias research, the present study used a situation common to university students, and examined how well three candidate explanations--judgemental anchoring, implicit theories of change, and motivational influences--could explain the results we obtained in a long-term memory study that included three sessions, six months apart. We found that about two thirds of the memories of study-related issues were indeed biased, and that the impact of post-event information being used as an anchor is the most plausible explanation for the results. There were also some indications that memory biases might have been due, at least in part, to motivational factors.     

The role of context in producing item interactions and false memories

Cued recall with an extralist cue poses a challenge for contemporary memory theory in that there is a need to explain how episodic and semantic information are combined. A parallel activation and intersection approach proposes one such means by assuming that an experimental cue will elicit its preexisting semantic network and a context cue will elicit a list memory. These 2 sources of information are then combined by focusing on information that is common to the 2 sources. Two key predictions of that approach are examined: (a) Combining semantic and episodic information can lead to item interactions and false memories, and (b) these effects are limited to memory tasks that involve an episodic context cue. Five experiments demonstrate such item interactions and false memories in cued recall but not in free association. Links are drawn between the use of context in this setting and in other settings.     

Narrative Processing: Building Consumer Connections to Brands

This article proposes that narrative processing creates or enhances self‐brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self‐concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.     

The dynamics of memory: context-dependent updating

Understanding the dynamics of memory change is one of the current challenges facing cognitive neuroscience. Recent animal work on memory reconsolidation shows that memories can be altered long after acquisition. When reactivated, memories can be modified and require a restabilization (reconsolidation) process. We recently extended this finding to human episodic memory by showing that memory reactivation mediates the incorporation of new information into existing memory. Here we show that the spatial context plays a unique role for this type of memory updating: Being in the same spatial context during original and new learning is both necessary and sufficient for the incorporation of new information into existing episodic memories. Memories are automatically reactivated when subjects return to an original learning context, where updating by incorporating new contents can occur. However, when in a novel context, updating of existing memories does not occur, and a new episodic memory is created instead.