Motivated reconstruction: The effect of brand commitment on false memories

• Published in: Journal of experimental psychology. Applied Vol. 24; no. 2; p. 159
• Main Authors: Montgomery, Nicole Votolato, Rajagopal, Priyali
• Format: Journal Article
• Language: English
• Published: United States 01.06.2018
• Subjects: Adult; Emotions - physiology; Female; Humans; Male; Mental Recall - physiology; Motivation; Repression, Psychology

Across 5 studies, we examine the effect of prior brand commitment on the creation of false memories about product experience after reading online product reviews. We find that brand commitment and the valence of reviews to which consumers are exposed, interact to affect the incidence of false memori...