کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882376 | 911934 | 2010 | 12 صفحه PDF | دانلود رایگان |
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.
Journal: Journal of Consumer Psychology - Volume 20, Issue 3, July 2010, Pages 343–354