Essay - Purpose of Article: 1. in 'How and When Advertising can...

Purpose of Article:

*****. In "How and When Advertising Can Influence Memory for Consumer Experience," Kathryn Braun-LaTour, Michael S. LaTour, Jacqueline E. Pickrell, and *****lizabeth F. Loftus designed three experiments to measure the impact of advertising on creating false memories. According to past research, advertising can be retroactive; advertisements ***** influence a consumer's recollection of p*****st experiences with a product. In other words, a bad experience with a cert*****in car can be transformed in***** a positive memory of the same *****, through the use of effective advertising. *****ever, most advertising research foc*****s on "forward-framing," that is, on influencing the consumers' expected future *****havior. The current study focuses on the potential causes of false memory creati***** as well as its limitations, in order to determine the best conditions under which an advertiser c***** create ads that affect a consumer's ***** ***** the *****. The researchers propose that memory is both reproductive ***** reconstructive: while many memories are indeed of events ***** really did happen, a large part ***** memory retrieval cannot be separated from false constructions triggered by cues. Advertising may be a key me*****ns to ***** such cues. To ***** the causes, effects, and limitations of ***** ***** creation through *****, the authors designed three separate experiments. The results of these experiments show that the process by which advertising creates false memories is similar to the way genuine memories ***** created, ***** ***** pictorial advertisements are more ***** in creating false memories than advertisements containing verbal information only. However, if ***** false information contained in the ad is detected upon memory encoding, the consumer becomes d*****tracted and less likely to view the advertisement favorably.

2. The results of *****se experiments have widespread and significant implications for the advertising industry because of the impact memory has on a ********** percepti***** of a product. *****urthermore, most advertising is for products that are already on the market as opposed ***** new ***** for which the consumer has no prior experiences. If advertisers focus ***** on the reproductive aspects of memory, believing that only "real" ***** are efficacious, they may "miss out on opportunities to win back customers who had bad experiences with the product," and might also be more susceptible to their competi*****rs' moving in on their target audiences through the creation of ***** advertis*****g (8). Therefore, advertisers need to incorporate the theories behind reconstructive memory creation ***** retrieval, and employ the creation ***** false memory cues into their advertising methods.

However, knowing that advertising can create ***** memories is not enough to ensure success; advertisers ***** to know how and when to use false memory ***** in their ads, ***** ***** whom to address such cues. The researchers propose that knowing exactly how to design an ad in ***** to trigger ***** *****, such as by using verbal or pic*****rial information can be helpful. Also, advertisers need to know which ***** are ***** likely ***** notice the false information because those consumers are less likely to be influenced ***** the ad.

3.