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Advertising's misinformation effect
Author(s) -
Braun Kathryn A.,
Loftus Elizabeth F.
Publication year - 1998
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/(sici)1099-0720(1998120)12:6<569::aid-acp539>3.0.co;2-e
Subject(s) - misinformation , psychology , generalizability theory , salient , downgrade , advertising , deception , cognitive psychology , social psychology , developmental psychology , computer security , computer science , business , artificial intelligence , political science , law
This research explores whether post‐experience advertising alters information learned in a consumer's direct experience. An advertising misinformation effect was obtained for colour memory of a previously seen candy bar wrapper upon both visual and verbal misinformation. However, the misleading visual information produced more ‘remember’ judgements than misleading verbal information. This advertising misinformation effect did not dissipate when the source was discredited. We found that such memory changes can be directly linked to consumer subjective judgements and choices when the misleading information is particularly salient. Not only do these findings constitute a novel generalizability of the misinformation effect, they also have implications for social policy research on deceptive advertising. Copyright © 1998 John Wiley & Sons, Ltd.