The joint effects of advertising and product trial: A source-monitoring perspective

被引：2

作者：

Kum, Doreen ^{[1
]}

Lee, Yih Hwai ^{[2
]}

机构：

[1] Univ Newcastle, Newcastle Business Sch, Newcastle, NSW 2300, Australia

[2] Natl Univ Singapore, NUS Business Sch, Kent Ridge, Singapore

来源：

MARKETING LETTERS | 2011年 / 22卷 / 03期

关键词：

Advertising; Product trial; Source-monitoring; Memory reconstruction; FALSE MEMORIES; INFORMATION; GENERATION; EXPERIENCE; ASSIMILATION; JUDGMENTS; CONTRAST; WORDS;

D O I：

10.1007/s11002-010-9121-2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Various sequences of exposure to advertising and product trial were examined using a source-monitoring framework. The findings suggest that memories of positive product-trial experience can be enhanced by advertisement exposure and such facilitation is greater when the temporal separation of the two information sources is minimal. In contrast, when product-trial experience is negative, the reverse is true. A source-monitoring explanation is put forth to understand the role and limit of memory (re)-construction from advertising exposure and product-trial experiences.

引用

页码：213 / 226

页数：14

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