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Yes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations

Published in Association of Consumer Research
2018
Volume: 46
   
Pages: 696 - 697
Abstract

In five experiments, we demonstrate that entirely extraneous brand placement contexts that evoke a negation (vs. affirmation) lead to impaired brand recall. We also demonstrate this using embodied cognition. Motivation to remember moderates the phenomenon. Finally, using spreading semantic activation, we demonstrate the psychological mechanism associated with such negation-induced forgetting.

About the journal
JournalNA - Advances in Consumer Research
PublisherAssociation of Consumer Research
Open AccessNo