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Can brand encounters inspire flashbulb memories?
Author(s) -
Roehm, Jr. Harper A.,
Roehm Michelle L.
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20151
Subject(s) - competitor analysis , phenomenon , psychology , government (linguistics) , virtue , advertising , social psychology , business , cognitive psychology , marketing , political science , epistemology , linguistics , philosophy , law
Flashbulb memory has conventionally been studied in conjunction with negative public events, such as deaths of government officials. The present research investigates the possibility that this phenomenon may extend to events that are more positive and more private in nature, such as encounters with certain brands. Data from two studies suggest that flashbulb memories can arise from brand‐related experiences and that this may be especially likely when a brand is well‐differentiated from competitors and when an encounter is novel by virtue of its being a first‐ever interface between a consumer and a brand. © 2007 Wiley Periodicals, Inc.