title: Intentional forgetting as a facilitator for recalling new product attributes.
abstract: When market changes alter what product attributes are deemed important, consumers may intentionally try to forget old product information in an attempt to remember new product information. In Experiment 1, the authors demonstrated that intentional forgetting of this nature temporarily inhibits retrieval of old product information and leads to a benefit to memory for new product information. The results show that, after a short delay, benefits continue in the absence of costs, which is supportive of a multiple-process account of intentional forgetting. Experiment 2 extends these effects using an advertising message to stimulate forgetting. Across both experiments, results also show that brand preference is based on learning of new attribute information.
authors.affiliation: Department of Business Administration, University of Delaware, Newark, DE 19711, USA. shapiros@lerner.udel.edu
authors.forename: Stewart
authors.initials: S
authors.lastname: Shapiro
authors.forename: Charles
authors.initials: C
authors.lastname: Lindsey
authors.forename: H Shanker
authors.initials: HS
authors.lastname: Krishnan
mesh_terms: D000293:Adolescent; D000328:Adult; D002755:Choice Behavior; D003258:Consumer Behavior; D003657:Decision Making; D005260:Female; D006801:Humans; D007266:Inhibition, Psychological; D033182:Intention; D008297:Male; D008606:Mental Processes; D011939:Mental Recall; D008838:Microcomputers; D012153:Retention, Psychology