Intentional forgetting as a facilitator for recalling new product attributes

Area of Science:

• Cognitive Psychology
• Consumer Behavior
• Marketing Science

Background:

• Market dynamics shift consumer priorities for product attributes.
• Consumers may need to update their knowledge base to align with new market demands.
• Intentional forgetting is a cognitive process that can be triggered by changing information environments.

Purpose of the Study:

• To investigate the effects of intentional forgetting on memory for product information.
• To examine whether intentional forgetting of old product information benefits memory for new product information.
• To explore the role of advertising in stimulating intentional forgetting and its impact on brand preference.

Main Methods:

• Experiment 1: Participants intentionally forgot old product information and their memory for new information was tested.
• Experiment 2: An advertising message was used to induce intentional forgetting of product attributes.
• Memory retrieval and brand preference assessments were conducted after short delays.

Main Results:

• Intentional forgetting temporarily inhibited retrieval of old product information.
• A benefit to memory for new product information was observed following intentional forgetting.
• These memory benefits persisted after a delay, without associated costs.
• Brand preference was found to be influenced by the learning of new attribute information.

Conclusions:

• Intentional forgetting can be a strategic cognitive process for consumers adapting to market changes.
• The findings support a multiple-process account of intentional forgetting, highlighting both temporary inhibition and lasting benefits.
• Learning new product attribute information, facilitated by intentional forgetting, is a key driver of brand preference.