Motivated Reconstruction: The Effect of Brand Commitment on False Memories

Across 5 studies, we examine the effect of prior brand commitment on the creation of false memories about product experience after reading online product reviews. We find that brand commitment and the valence of reviews to which consumers are exposed, interact to affect the incidence of false memories. Thus, highly committed consumers are more susceptible to the creation of false experience memories on exposure to positive versus negative reviews, whereas low commitment consumers exhibit similar levels of false memories in response to both positive and negative reviews. Further, these differences across brand commitment are attenuated when respondents are primed with an accuracy motivation, suggesting that the biasing effects of commitment are likely because of the motivation to defend the committed brand. Finally, we find that differences in false memories subsequently lead to differences in intentions to spread word-of-mouth (e.g., recommend the product to friends), suggesting that the consequences of false product experience memories can be significant for marketers and consumers. Our findings contribute to the literatures in false memory and marketing by documenting a motivated bias in false memories because of brand commitment. Public Significance Statement The present research suggests that reading detailed online reviews may lead consumers to erroneously misremember previous experiences with the products reviewed, which did not actually occur, leading to increased intentions to engage in word-of-mouth about the products. This effect is especially likely among consumers who read positive reviews of a brand to which they are highly committed.