Transforming Consumer Experience: When Timing Matters

dc.contributor.authorBraun-LaTour, Kathryn A.
dc.contributor.authorLaTour, Michael S.
dc.description.abstractHow advertising can influence or change consumers' product experience has been a topic of great interest to marketers. The majority of research has suggested that advertising received prior to an experience can exert the most influence. In 1999, however, Braun introduced the concept of reconstructive memory, and demonstrated that advertising received after an experience can alter how consumers remember their experience. The issue of which order of framing of an experience through advertising is most influential on consumer memory has not yet been investigated. A constructive memory framework that can take into account both forward- and backward-framing effects and an experiment that tests hypotheses regarding the presentation order of advertising and experience is presented. The implications for the study of transformational advertising are discussed.
dc.description.legacydownloadsLaTour21_Transforming_Consumer_Experience.pdf: 761 downloads, before Aug. 1, 2020.
dc.rightsRequired Publisher Statement: © Taylor & Francis. Final version published as: Braun-LaTour, K. A., & LaTour, M. S. (2005). Transforming consumer experience: When timing matters. Journal of Advertising, 34(3), 19-30. Reprinted with permission. All rights reserved.
dc.rightsThis article was a finalist for “Best Article of Year” by the Journal of Advertising.
dc.subjectconsumer behavior
dc.subjecttransformational advertising
dc.subjectreconstructive memory
dc.subjectproduct experience
dc.titleTransforming Consumer Experience: When Timing Matters
local.authorAffiliationBraun-LaTour, Kathryn A.: Cornell University
local.authorAffiliationLaTour, Michael S.: Cornell University


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