Changing False Beliefs from Repeated Advertising: The Role of Claim-Refutation Alignment

(with Gita Venkataramani Johar)


Journal of Consumer Psychology




This research addresses refutation of false beliefs formed on the basis of repeated exposure to advertisements. Experiment 1 explores belief in the refutation as a function of the perceptual details shared (alignment) between the claim and the refutation as manipulated by whether the original claim was direct (assertion) or indirect (implication). Experiment 2 then examines whether this effect will carry through to belief in the original claim after exposure to the refutation. Findings indicate that direct refutations of indirect claims are believed more than refutations of direct claims. However, direct refutations of direct claims are more effective in reducing belief in the original claim. We argue that recollection of the original claim facilitates automatic updating of belief in that claim. Experiment 3 demonstrates that an alternative cue (a logo) in a refutation that facilitates recall of the original claim enables reduction of belief in the original indirect claim; this finding helps to pin down the mechanism—recall of the original claim—underlying belief updating. Further, Experiment 3 finds that multiple cues to recalling the original claim may prevent the automatic updating process. Theoretical and practical implications are discussed


Advertising and Promotion Management | Psychology

Recommended Citation

Johar, Gita Venkataramani, and Anne L. Roggeveen. 2007. "Changing False Beliefs from Repeated Advertising: The Role of Claim-Refutation Alignment." Journal of Consumer Psychology 17, no. 2: 118-127.

This document is currently not available here.



*What is a DOI?