The role of frequency of experience with a product category and temporal orientation in self-referent advertising

✍ Scribed by Claudiu V. Dimofte; Richard F. Yalch

• Publisher: Elsevier Science
• Year: 2010
• Tongue: English
• Weight: 257 KB
• Volume: 20
• Category: Article
• ISSN: 1057-7408
• DOI: 10.1016/j.jcps.2010.04.002

✦ Synopsis

Abstract

Previous research conceptualized consumers' evaluations of self‐referent advertisements as discrete episodic processing instances requiring the ad‐hoc matching of ad and personal knowledge detail. The present research proposes that consumers with frequent (infrequent) experiences in a product category are primarily semantic (episodic) processors. Consequently, consumers with frequent experiences have an illusion of detail matching in retrospective self‐referencing resulting from schema‐driven memory intrusions induced by highly detailed ads. Alternatively, consumers with infrequent experiences exhibit intrusions in anticipatory self‐referencing due to imagination inflation prompted by these ads. Two experiments demonstrate how consumer knowledge‐based details interact with message details in retrospective and anticipatory self‐referencing situations to alter ad evaluations depending on the extent of prior experience.