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2011 Archives

Vivid ads can create false memories about products?


The following is from the May 10, 2011, edition of News One and is based on research by Priyali Rajagopal of SMU's Cox School of Business and Nicole Montgomery from College of William and Mary.

May 12, 2011

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.

Read the full story.

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