How does imagery in interactive consumption lead to false memory? A reconstructive memory perspective

Consumers are often exposed to information that may contradict their consumption experience, leading to “false memory” for aspects of the consumption. We develop a theory suggesting why false memory may be heightened due to imagery processing. We subject this theory to a rigorous test in three experiments. We find that post-consumption imagery makes it more difficult to discern between consumption and misleading information thereby boosting false recall. Yet, imagery that is more consumption-based helps reduce consumers' susceptibility to false memory. Consistent with this notion, we explicate the role that attention plays at different stages of consumption in affecting false memory.