M. Sujan et al., INFLUENCING CONSUMER JUDGMENTS USING AUTOBIOGRAPHICAL MEMORIES - A SELF-REFERENCING PERSPECTIVE, Journal of marketing research, 30(4), 1993, pp. 422-436
The authors investigate the affective nature of autobiographical memor
ies and the conditions and mechanisms leading to transfer of this affe
ct to ad and brand judgments. They find that when ads encourage the re
trieval of autobiographical memories there is a higher level of felt a
ffect and reduced processing of product attributes. Furthermore, this
generally positive affect is readily transferred to the ad, thus enhan
cing ad evaluations. However, the extent of transfer of autobiographic
al affect to the brand depends on forging a link in the ad between the
brand and the personal memory, as Study 1 demonstrates. Study 2 shows
that when autobiographical memories are encouraged, brand evaluations
are no different given strong versus weak product arguments, further
evidence that brand evaluations are not based on an analysis of produc
t claims when such memories are evoked. Study 2 also provides evidence
for the dominance of affective inputs into brand judgments when both
autobiographical affect and product arguments are relatively accessibl
e from memory.