How and When Advertising Can Influence Memory for Consumer Experience

Recent paradigm shifting research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false information goes undetected it is processed in a similar manner as more truthful cues, we use this paradigm to shed light on the pictorial versus verbal information debate in advertising. We discuss the implications of our findings for those interested in managing consumer experience and for advertising researchers seeking indirect measures of the influence of advertising

False memories and real epistemic problems

The dichotomy between 'truth' and 'falsity' in relation to memory is difficult to clearly sustain. The veridicality of memory is typically established by drawing on the local, normative procedures that operate in a given setting (e.g. legal, clinical, social). Since all procedures are strictly relative, all memories are technically either 'relatively falsified' or 'relatively as-yet-unfalsified'. False Memory Studies claim to be able explain the production of false memories, but do not offer criterion to effectively differentiate populations of so-called 'true' and 'false' victims. The narrative of the discovery of the 'false memories' themselves is inconsistent and demonstrates a significant level of imagination inflation and suggestibility to dominant narratives in post-war Psychology. In attending to the setting-specificity of memory, researchers may wish to consider how their work impacts on the experience-ecologies to which they contribute

Negative emotional experiences during navigation enhance parahippocampal activity during recall of place information

It is known that the parahippocampal cortex is involved in object-place associations in spatial learning, but it remains unknown whether activity within this region is modulated by affective signals during navigation. Here we used fMRI to measure the neural consequences of emotional experiences on place memory during navigation. A day before scanning, participants undertook an active object location memory task within a virtual house in which each room was associated with a different schedule of task-irrelevant emotional events. The events varied in valence (positive, negative, or neutral) and in their rate of occurrence (intermittent vs. constant). On a subsequent day, we measured neural activity while participants were shown static images of the previously learned virtual environment, now in the absence of any affective stimuli. Our results showed that parahippocampal activity was significantly enhanced bilaterally when participants viewed images of a room in which they had previously encountered negatively arousing events. We conclude that such automatic enhancement of place representations by aversive emotional events serves as an important adaptive mechanism for avoiding future threats

Measurement of the Zero Crossing in a Feshbach Resonance of Fermionic 6-Li

We measure a zero crossing in the scattering length of a mixture of the two lowest hyperfine states of 6-Li. To locate the zero crossing, we monitor the decrease in temperature and atom number arising from evaporation in a CO2 laser trap as a function of magnetic field B. The temperature decrease and atom loss are minimized for B=528(4) G, consistent with no evaporation. We also present preliminary calculations using potentials that have been constrained by the measured zero crossing and locate a broad Feshbach resonance at approximately 860 G, in agreement with previous theoretical predictions. In addition, our theoretical model predicts a second and much narrower Feshbach resonance near 550 G.Comment: Five pages, four figure

Memory distortions: When suggestions cannot be easily ignored

In the present study, the persistence of personal false memories (FMs) after social feedback that denies their truth was assessed. Participants imitated actions performed by the experimenter (Session 1) and watched a doctored video with performed and critical “fake” actions (Session 2), followed by a memory rating and a recognition task. A few days later (Session 3), participants were clearly told that some memories were false and received daily reminders of the correct list of objects/actions before testing their memory again in Session 4. Results of both memory ratings and recognition indicated effective FM implantation. Interestingly, response times for correct rejections were longer for fake than true objects, suggesting participants struggled to ignore false suggestions. Crucial for our aim, Session 4 showed that FM persisted also after the debriefing and repeated presentations of correct list of objects/actions, suggesting that FMs for actions are rather difficult to discard

What Drives False Memories in Psychopathology? A Case for Associative Activation

In clinical and court settings, it is imperative to know whether posttraumatic stress disorder (PTSD) and depression may make people susceptible to false memories. We conducted a review of the literature on false memory effects in participants with PTSD, a history of trauma, or depression. When emotional associative material was presented to these groups, their levels of false memory were raised relative to those in relevant comparison groups. This difference did not consistently emerge when neutral or nonassociative material was presented. Our conclusion is supported by a quantitative comparison of effect sizes between studies using emotional associative or neutral, nonassociative material. Our review suggests that individuals with PTSD, a history of trauma, or depression are at risk for producing false memories when they are exposed to information that is related to their knowledge base

Multiple predator effects and native prey responses to two non-native Everglades cichlids

Abstract -Non-native predators may have negative impacts on native communities, and these effects may be dependent on interactions among multiple non-native predators. Sequential invasions by predators can enhance risk for native prey. Prey have a limited ability to respond to multiple threats since appropriate responses may conflict, and interactions with recent invaders may be novel. We examined predator-prey interactions among two non-native predators, a recent invader, the African jewelfish, and the longer-established Mayan cichlid, and a native Florida Everglades prey assemblage. Using field enclosures and laboratory aquaria, we compared predatory effects and antipredator responses across five prey taxa. Total predation rates were higher for Mayan cichlids, which also targeted more prey types. The cichlid invaders had similar microhabitat use, but varied in foraging styles, with African jewelfish being more active. The three prey species that experienced predation were those that overlapped in habitat use with predators. Flagfish were consumed by both predators, while riverine grass shrimp and bluefin killifish were eaten only by Mayan cichlids. In mixed predator treatments, we saw no evidence of emergent effects, since interactions between the two cichlid predators were low. Prey responded to predator threats by altering activity but not vertical distribution. Results suggest that prey vulnerability is affected by activity and habitat domain overlap with predators and may be lower to newly invading predators, perhaps due to novelty in the interaction

Topical and Systemic Cannabidiol Improves Trinitrobenzene Sulfonic Acid Colitis in Mice

Background/Aims: Compounds of Cannabis sativa are known to exert anti-inflammatory properties, some of them without inducing psychotropic side effects. Cannabidiol (CBD) is such a side effect-free phytocannabinoid that improves chemically induced colitis in rodents when given intraperitoneally. Here, we tested the possibility whether rectal and oral application of CBD would also ameliorate colonic inflammation, as these routes of application may represent a more appropriate way for delivering drugs in human colitis. Methods: Colitis was induced in CD1 mice by trinitrobenzene sulfonic acid. Individual groups were either treated with CBD intraperitoneally (10 mg/kg), orally (20 mg/kg) or intrarectally (20 mg/kg). Colitis was evaluated by macroscopic scoring, histopathology and the myeloperoxidase (MPO) assay. Results: Intraperitoneal treatment of mice with CBD led to improvement of colonic inflammation. Intrarectal treatment with CBD also led to a significant improvement of disease parameters and to a decrease in MPO activity while oral treatment, using the same dose as per rectum, had no ameliorating effect on colitis. Conclusion: The data of this study indicate that in addition to intraperitoneal application, intrarectal delivery of cannabinoids may represent a useful therapeutic administration route for the treatment of colonic inflammation. Copyright (C) 2012 S. Karger AG, Base