Memory issues pertaining to social marketing messages about behavior enactment versus non-enactment

This article examines efficiency issues pertaining to social marketing messages about behavior enactment (e.g., smoker) vs. non-enactment (e.g., nonsmoker). Building on a wealth of psycholinguistics research, we posit that underlying differences in the processing and storage of word concepts with affixal negations affect learning and memory for these concepts (i.e., associations with non-enactment concepts will be harder to learn and remember than associations with enactment concepts). Two experiments support our predictions, suggesting that messages about enactment will demonstrate superior efficiency. Implications of study findings are discussed in terms of possibilities for improving the efficiency of social marketing messages about non-enactment.