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Indiana University Bloomington

Center for Brand Leadership

Global Reputation

Consumer Marketing Academy students get internships at companies on the who's who list of brand and retail management.

Research & Publications

Journal Articles

Intentional Forgetting as a Facilitator for Recalling New Product Attributes

2006, Journal of Experimental Psychology: Applied

Stewart Shapiro, Charles D Lindsey, H. Shanker Krishnan


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.


Shapiro, Stewart, Charles D. Lindsey, and H. Shanker Krishnan (2006), "Intentional Forgetting as a Facilitator for Recalling New Product Attributes," Journal of Experimental Psychology:Applied, 12(4), 251-263.