Reconstructive memory in consumer decision-making

Consumers are flooded with all manner of advertising designed to influence their buying behavior. The traditional viewpoint is that advertising acts as an external influence by either informing, persuading or reminding. Might advertising be doing more than simply these things? Perhaps marketing communications can alter consumer memories of past experiences, making them seem more favorable than they had actually been, and thus affecting future buying behavior. I make this prediction based on the psychological science of memory, both classic and recent findings supporting a reconstructive process.; In a series of four experiments I explore whether post-experience marketing information can change how consumers remember their past experiences. One study I look at whether post-experience ads can change consumer memory for the sensory aspects (color) of product packaging. In another study, I look at whether post-experience comparative ad information can change consumer sensory memory for a more central product attribute, the sound quality of an audio product. In another study, I explore the outer-range of product experience for which memory might be changed--can even a really bad experience be reshaped through marketing information? In my last study, I look at whether post-experience information can alter prior overall judgments, e.g. feelings and liking of a movie.; In all cases I found that post-experience information altered consumer memory. This occurred across sensory modalities--visual, auditory and taste. This occurred for both peripheral and central aspects of a consumer experience. I found this memory change to be related to current and future buying behavior.; Based on my studies I conclude that consumer memory is reconstructive and that marketing communications can infiltrate this process. Consumers may be unaware of this influence, genuinely believing they are relying solely their own experiences when making decisions. Therefore, many existing advertising effects may go unnoticed. Managers might focus on using revisionist tactics as a means for influencing future behavior.; This research is important to marketers because traditional theory views memory to be veridical. My findings offer opportunities for applied marketers, as well as raising concerns for social policy makers.