Not Necessarily Better, but Certainly Different: A Limit to the Advertising Misinformation Effect on Memory
研究发现，广告可以改变消费者对产品味道的记忆，但仅对不熟悉品牌的消费者有效；熟悉品牌的消费者反而能利用误导广告更准确地回忆产品。
It has recently been demonstrated that exposure to advertising after consumption can change consumers' memory such that they remember tasting a better product. This research investigates whether advertising can change consumers' memory such that they remember tasting a different product. Less familiar consumers who tasted grapefruit juice and then saw advertisements claiming the brand was orange juice were somewhat more likely to remember that they tasted an orange-grapefruit juice blend. More familiar consumers were significantly less likely to remember tasting an orange-grapefruit juice blend after seeing the misleading advertisements. The results suggest that the more familiar consumers use the misleading advertisements to help them remember exactly what product was consumed.