Faking it: Can ads create false memories about products?
Exposing consumers to imagery-evoking advertising increases the likelihood that a consumer mistakenly believes he/she has experienced the advertised product, and subsequently produces attitudes that are as strong as attitudes based on genuine product experience,” write authors Priyali Rajagopal (Southern Methodist University) and Nicole Montgomery (College of William and Mary).
The sad truth about beauty advertising is that it makes women feel unhappy with their appearance and causes them to buy more products. The basic mechanism – create a problem, and then sell a phony solution to it. The best thing you can do is not look at the ads. Fortunately, more women are getting smart about skin care and are seeing that the sciencyness and bogus claims are just marketing flim flam. Simple care is all you need.
