”Yes, I Can”or”No, I Can't”: Effect of Extraneous Affirmation and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations

摘要

Betty is watching a reality show on television.During the course of the show, she sees several brands being advertised.Immediately after watching an advertisement for a brand of breakfast cereal, she watches another advertisement of a fast-food brand that asks viewers whether they are aware of its social marketing initiatives.Engrossed in watching TV, Betty instinctively answers in the affirmative(i.e.,”Yes”)or negative(i.e.,”No”), depending on whether or not she is aware of the fast-food brand's social marketing initiatives.Moments later, she is in the kitchen preparing a shopping list trying to draw up a list of items from her memory.While doing so, she is trying to come up with the names of breakfast cereals in her head.Will she recall the breakfast cereal brand that she saw in the advertisement minutes earlier? Or, is it likely to be influenced by her affirmative/negative response induced by the fast-food brand's advertisement?