I Imagine I Experience, I Like: The False Experience Effect

Posted: 16 Jan 2011  

Priyali Rajagopal

Southern Methodist University (SMU) - Edwin L. Cox School of Business

Nicole Votolato Montgomery

College of William and Mary

Date Written: January 13, 2011

Abstract

False memories refer to the mistaken belief that an event that did not occur, did occur. Much of the research on false memories has focused on the antecedents to and the characteristics of such memories, with little focus on the consequences of false memories. In this research, we propose that exposure to an imagery-evoking ad can result in an erroneous belief that an individual has experienced the advertised brand. We also demonstrate that such false experiential beliefs function akin to genuine product experience beliefs with regard to their outcomes (product attitude valence and attitude strength), a finding we call the false experience effect. We further demonstrate two moderators of this effect–plausibility of past experience and evaluation timing.

Keywords: False memories, Imagery

JEL Classification: M10

Suggested Citation

Rajagopal, Priyali and Montgomery, Nicole Votolato, I Imagine I Experience, I Like: The False Experience Effect (January 13, 2011). Available at SSRN: https://ssrn.com/abstract=1739953

Priyali Rajagopal (Contact Author)

Southern Methodist University (SMU) - Edwin L. Cox School of Business ( email )

P.O. Box 750333
Dallas, TX 75275-0333
United States

Nicole Votolato Montgomery

College of William and Mary ( email )

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