Can Repeating a Brand Claim Lead to Memory Confusion? The Effects of Claim Similarity and Concurrent Repetition
Can Repeating a Brand Claim Lead to Memory Confusion? The Effects of Claim Similarity and Concurrent Repetition
S. Law
2002 · DOI: 10.1509/jmkr.39.3.366.19104
53 Citations
TLDR
Across three studies, the evidence strongly suggests that the confusion-elevating effects of repetition are a result of weak binding between memory for brand and claims.