Abstract

Cryptomnesia (i.e., inadvertent plagiarism) occurs when an individual believes that an idea from an external source is their own unique creation, and this can negatively impact marketers involved with creative activities. While several factors can influence whether an individual attends to the source of an idea during encoding and memory retrieval, cryptomnesia has been surprisingly overlooked within an advertising context. The purpose of this research note is to introduce the concept of cryptomnesia to advertising, explore cultural distance as a previously untested antecedent, and examine the effect of cryptomnesia on consumer evaluations. We conduct three experiments that provide evidence for how greater cultural distance is associated with increased cryptomnesia in advertising—although being in a flow state can attenuate this effect—resulting in decreased consumer attitudes, cognitions, and behavioral intentions.

摘要

当个人认为来自外部来源的想法是他们自己的独特创造时，就会出现隐匿记忆（即无意中的剽窃），这会对参与创意活动的营销人员产生负面影响。虽然有几个因素会影响一个人在编码和记忆检索过程中是否关注想法的来源，但令人惊讶的是，在广告语境中，隐忘症却被忽视了。本研究报告的目的是将记忆力的概念引入广告，探索文化距离作为以前未经测试的前因，并检查记忆力对消费者评价的影响。