Abstract

http://ssrn.com/abstract=532202
 
 

References (28)



 
 

Citations (4)



 


 



How Warnings About False Claims Become Recommendations


Ian Skurnik


University of Toronto

Carolyn Yoon


University of Michigan, Stephen M. Ross School of Business; University of Michigan at Ann Arbor - Institute for Social Research (ISR)

Denise C. Park


University of Illinois at Urbana-Champaign - Department of Psychology

Norbert Schwarz


University of Michigan - Institute for Social Research; University of Michigan - Psychology; University of Michigan, Stephen M. Ross School of Business


Journal of Consumer Research, Forthcoming

Abstract:     
Telling people that a consumer claim is false can make them misremember it as true. In two experiments older adults were especially susceptible to this "illusion of truth" effect. Repeatedly identifying a claim as false helped older adults remember it as false in the short term, but paradoxically made them more likely to remember it as true after a three-day delay. This unintended effect of repetition comes from increased familiarity with the claim itself, but decreased recollection of the claim's original context. Findings provide insight into susceptibility over time to memory distortions and exploitation via repetition of claims in media and advertising.

Number of Pages in PDF File: 38

Keywords: Older consumers, beliefs, memory, learning, public policy issues

JEL Classification: M30, M31, M37

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Date posted: April 19, 2004  

Suggested Citation

Skurnik, Ian and Yoon, Carolyn and Park, Denise C. and Schwarz, Norbert, How Warnings About False Claims Become Recommendations. Journal of Consumer Research, Forthcoming. Available at SSRN: http://ssrn.com/abstract=532202

Contact Information

Ian Skurnik
University of Toronto ( email )
Toronto, Ontario M5S 3E6 M5S 3G8
Canada
Carolyn Yoon (Contact Author)
University of Michigan, Stephen M. Ross School of Business ( email )
701 Tappan Street
Ann Arbor, MI MI 48109
United States
University of Michigan at Ann Arbor - Institute for Social Research (ISR)
Ann Arbor, MI 48106-1248
United States
Denise C. Park
University of Illinois at Urbana-Champaign - Department of Psychology ( email )
603 East Daniel
Champaign, IL 61820
United States
Norbert Schwarz
University of Michigan - Institute for Social Research ( email )
Ann Arbor, MI 48106-1248
United States
HOME PAGE: http://sitemaker.umich.edu/norbert.schwarz
University of Michigan - Psychology ( email )
Ann Arbor, MI 48109
United States
HOME PAGE: http://sitemaker.umich.edu/norbert.schwarz
University of Michigan, Stephen M. Ross School of Business ( email )
701 Tappan Street
Ann Arbor, MI MI 48109
United States
HOME PAGE: http://sitemaker.umich.edu/norbert.schwarz
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