False Beliefs Can Shape Current Consumption

Psychology, Vol. 4, No. 3A, pp. 302-308, 2013

UC Irvine School of Law Research Paper No. 2013-129

8 Pages Posted: 16 Aug 2013  

Antonia Mantonakis

Brock University, Department of Marketing, International Business and Strategy

Amanda Wudarzewski

University of Waterloo - Department of Psychology

Daniel M. Bernstein

Kwantlen Polytechnic University; University of Washington

Seema L. Clifasefi

University of Washington, Center for the Study of Health and Risk Behavior

Elizabeth F. Loftus

University of California, Irvine - Department of Psychology and Social Behavior; University of California, Irvine School of Law

Date Written: August 14, 2013

Abstract

In this study, we explore whether false beliefs about a past experience affect current consumption of wine by suggesting to participants that they either "Loved" or "Got Sick" from drinking white wine before age 20. Specifically, we report the consequences of false beliefs about wine, which could take the form of either increased or decreased wine consumption. In response to the suggestion, and similar to other false memory studies many participants became more confident that the suggested event occurred in their past. However, it was easier to influence participants’ consumption behavior when we used the "Loved" suggestion rather than the "Got Sick" suggestion. This finding has implications for marketers who use suggestions to influence product consumption by connecting consumers to their autobiographical memories.

Keywords: Consumption, False Memory, False Beliefs, Nostalgia, Consumer Memory

Suggested Citation

Mantonakis, Antonia and Wudarzewski, Amanda and Bernstein, Daniel M. and Clifasefi, Seema L. and Loftus, Elizabeth F., False Beliefs Can Shape Current Consumption (August 14, 2013). Psychology, Vol. 4, No. 3A, pp. 302-308, 2013; UC Irvine School of Law Research Paper No. 2013-129. Available at SSRN: https://ssrn.com/abstract=2310215

Antonia Mantonakis (Contact Author)

Brock University, Department of Marketing, International Business and Strategy ( email )

Department of Marketing
International Business and Strategy
St. Catherines
Canada

Amanda Wudarzewski

University of Waterloo - Department of Psychology ( email )

200 University Avenue West
Waterloo, Ontario N2L 3G1
Canada

Daniel M. Bernstein

Kwantlen Polytechnic University ( email )

12666-72nd Avenue
Surrey, British Columbia V3W 2M8
Canada
604-599-3372 (Phone)

University of Washington ( email )

Seattle, WA 98195
United States
206 616-6107 (Phone)

Seema L. Clifasefi

University of Washington, Center for the Study of Health and Risk Behavior ( email )

Seattle, WA 98195
United States

Elizabeth F. Loftus

University of California, Irvine - Department of Psychology and Social Behavior ( email )

4201 Social & Behavioral Sciences Gateway
University of California, Irvine
Irvine, CA 92697-7085
United States

University of California, Irvine School of Law

401 E. Peltason Dr.
Ste. 1000
Irvine, CA 92697-1000
United States

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