Source memory for advertisements: The role of advertising message credibility
Raoul Bell1, Laura Mieth2, Axel Buchner2
1Department of Experimental Psychology, Heinrich Heine University Düsseldorf, 40225, Düsseldorf, Germany. raoul.bell@hhu.de.
Memory & Cognition
|August 2, 2020
Summary
Source tags on advertisements are often forgotten, leading to credibility judgments based on message content rather than source memory. Low-credibility messages are more likely misattributed to advertising, limiting labeling effectiveness.
Area of Science:
- Cognitive Psychology
- Marketing Communications
- Consumer Behavior
Background:
- Advertising is often perceived as untrustworthy due to potential bias.
- Regulations mandate labeling advertisements to inform recipients about the source.
- Limited research exists on the memory and recall of these source tags.
Purpose of the Study:
- To investigate how message credibility influences source attribution processes for advertisements.
- To examine the recall of source tags and their impact on credibility judgments over time.
Main Methods:
- Two experiments were conducted to assess source attribution and memory.
- Participants evaluated message credibility and recalled source information after a delay.
- Analysis focused on how a priori credibility influenced retrospective source attributions.
Main Results:
- Source information influenced credibility judgments at the time of encoding.
- Source tags were forgotten after a short period.
- Retrospective source attributions were biased by message credibility, not source memory.
Conclusions:
- Labeling untrustworthy sources has limited effectiveness due to rapid forgetting of source information.
- Schematic influences, particularly message credibility, heavily bias source attributions when source memory is absent.
- Relying solely on source tags may be insufficient for managing advertising credibility perceptions.
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