How does imagery in interactive consumption lead to false memory? A reconstructive memory perspective

Consumers are often exposed to information that may contradict their consumption experience, leading to “false memory” for aspects of the consumption. We develop a theory suggesting why false memory may be heightened due to imagery processing. We subject this theory to a rigorous test in three experiments. We find that post‐consumption imagery makes it more difficult to discern between consumption and misleading information thereby boosting false recall. Yet, imagery that is more consumption‐based helps reduce consumers' susceptibility to false memory. Consistent with this notion, we explicate the role that attention plays at different stages of consumption in affecting false memory.