Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation
Introduction: Consumers’ prior experiences form an episodic memory that largely influences their decision-making process. This episodic memory is mainly linked to cognitive and emotional perception and we know that brand image influences our cognitive and emotional perception. Nevertheless, it has n...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Iran University of Medical Sciences
2022-07-01
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| Series: | Basic and Clinical Neuroscience |
| Subjects: | |
| Online Access: | http://bcn.iums.ac.ir/article-1-1932-en.html |
| _version_ | 1797287110372229120 |
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| author | Mohsen Shabani Javad Salehi Reza Khosrowabadi |
| author_facet | Mohsen Shabani Javad Salehi Reza Khosrowabadi |
| author_sort | Mohsen Shabani |
| collection | DOAJ |
| description | Introduction: Consumers’ prior experiences form an episodic memory that largely influences their decision-making process. This episodic memory is mainly linked to cognitive and emotional perception and we know that brand image influences our cognitive and emotional perception. Nevertheless, it has not been well described how autobiographical memories of brand images differ from other types of images.
Methods: In this study, we hypothesized that brand pictures have a higher chance to create false memories as compared to neutral ones.
Results: We investigated this hypothesis using the Deese–Roediger–McDermott paradigm with lists of brand pictures from the local market and associated neutral images from the international affective picture system. Thirty graduate students were exposed to image stimuli, followed by a distractor task and a recognition task. After the normality test, reaction times (RT), and false recognition rate of brands and neutral images were statistically compared using a pairwise t-test.
Conclusion: The results showed a significant decrease in reaction time (RT) and an increase in the false recognition rate of brand pictures compared to neutral images. Interestingly, the effect of gender on the creation of false memory by autobiographical brand images was not significant. We hope these findings can pave the way for a better understanding of the false memory mechanism. |
| first_indexed | 2024-03-07T18:28:10Z |
| format | Article |
| id | doaj.art-a4b2abd27a3749d09cfa575e37d58b0c |
| institution | Directory Open Access Journal |
| issn | 2008-126X 2228-7442 |
| language | English |
| last_indexed | 2024-03-07T18:28:10Z |
| publishDate | 2022-07-01 |
| publisher | Iran University of Medical Sciences |
| record_format | Article |
| series | Basic and Clinical Neuroscience |
| spelling | doaj.art-a4b2abd27a3749d09cfa575e37d58b0c2024-03-02T06:49:18ZengIran University of Medical SciencesBasic and Clinical Neuroscience2008-126X2228-74422022-07-01134489500Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory FormationMohsen Shabani0Javad Salehi1Reza Khosrowabadi2 Institute for Cognitive and Brain Sciences, Shahid Beheshti University GC, Tehran, Iran. Department of Psychology, Faculty of Humanities, University of Zanjan, Zanjan, Iran. Institute for Cognitive and Brain Sciences, Shahid Beheshti University GC, Tehran, Iran. Introduction: Consumers’ prior experiences form an episodic memory that largely influences their decision-making process. This episodic memory is mainly linked to cognitive and emotional perception and we know that brand image influences our cognitive and emotional perception. Nevertheless, it has not been well described how autobiographical memories of brand images differ from other types of images. Methods: In this study, we hypothesized that brand pictures have a higher chance to create false memories as compared to neutral ones. Results: We investigated this hypothesis using the Deese–Roediger–McDermott paradigm with lists of brand pictures from the local market and associated neutral images from the international affective picture system. Thirty graduate students were exposed to image stimuli, followed by a distractor task and a recognition task. After the normality test, reaction times (RT), and false recognition rate of brands and neutral images were statistically compared using a pairwise t-test. Conclusion: The results showed a significant decrease in reaction time (RT) and an increase in the false recognition rate of brand pictures compared to neutral images. Interestingly, the effect of gender on the creation of false memory by autobiographical brand images was not significant. We hope these findings can pave the way for a better understanding of the false memory mechanism.http://bcn.iums.ac.ir/article-1-1932-en.htmlbrand autobiographical memoryfalse memorydeese-roediger-mcdermott paradigm (drm) |
| spellingShingle | Mohsen Shabani Javad Salehi Reza Khosrowabadi Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation Basic and Clinical Neuroscience brand autobiographical memory false memory deese-roediger-mcdermott paradigm (drm) |
| title | Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation |
| title_full | Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation |
| title_fullStr | Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation |
| title_full_unstemmed | Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation |
| title_short | Comparing Autobiographical Brand Images and Neutral Images Regarding False Memory Formation |
| title_sort | comparing autobiographical brand images and neutral images regarding false memory formation |
| topic | brand autobiographical memory false memory deese-roediger-mcdermott paradigm (drm) |
| url | http://bcn.iums.ac.ir/article-1-1932-en.html |
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