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Television advertisements create false memories for competitor brands

Sherman, SM; Follows, H; Mushore, A; Hampson-Jones, K; Wright-Bevans, K

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Authors

H Follows

A Mushore

K Hampson-Jones



Abstract

False memories can be created using the Deese-Roediger-McDermott (DRM) paradigm. This paradigm has been used to induce false memories for words, pictures and has been extended to induce false memories of brand names. We present the first experimental evidence that false memories can be created for competitor brands using television adverts. In the first experiment, participants saw sets of adverts for related products (e.g., types of chocolate), in the second, they watched a television programme interspersed with advertisements. False memories for related but non-presented brands occurred in both experiments. In the second experiment, in which participants were tested using a R(emember)/K(now)/G(uess) recognition task immediately and a week later, correct memory for presented brands decreased over time whilst false memories increased. The findings pose a challenge both for advertisers and for current theories of false memory particularly because the increase in false memory is in the detailed R(emember) responses.

Journal Article Type Article
Acceptance Date Jun 8, 2014
Publication Date Jun 17, 2014
Publicly Available Date Mar 29, 2024
Journal Journal of Applied Research In Memory and Cognition
Print ISSN 2211-3681
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 4
Issue 1
Pages 1-7
DOI https://doi.org/10.1016/j.jarmac.2014.06.001
Keywords False memory; Advertisements; Recognition; Delay
Publisher URL http://www.sciencedirect.com/science/article/pii/S2211368114000527

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