Vivid ads can create false memories about products?
People who read vivid print ads for fictitious products actually come to believe they’ve tried those products, say researchers Priyali Rajagopal of Southern Methodist University and Nicole Montgomery from College of William and Mary.
People who read vivid print ads for fictitious products actually come to believe they’ve tried those products, say researchers.
‘Exposing consumers to imagery-evoking advertising increases the likelihood that a consumer mistakenly believes he/she has experienced the advertised product,’ write study authors Priyali Rajagopal of Southern Methodist University and Nicole Montgomery from College of William and Mary.
In one study, they showed participants different types of ads for a fictitious product: Orville Redenbacher’s Gourmet Fresh Microwave Popcorn.
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