Remembering the truth or falsity of advertising claims: A preregistered model-based test of three competing theoretical accounts

Abstract

Given the large amount of information that people process daily, it is important to understand memory for the truth and falsity of information. The most prominent theoretical models in this regard are the Cartesian model and the Spinozan model. The former assumes that both “true” and “false” tags may be added to the memory representation of encoded information; the latter assumes that only falsity is tagged. In the present work, we contrasted these two models with an expectation-violation model hypothesizing that truth or falsity tags are assigned when expectations about truth or falsity must be revised in light of new information. An interesting implication of the expectation-violation model is that a context with predominantly false information leads to the tagging of truth whereas a context with predominantly true information leads to the tagging of falsity. To test the three theoretical models against each other, veracity expectations were manipulated between participants by varying the base rates of allegedly true and false advertising claims. Memory for the veracity of these claims was assessed using a model-based analysis. To increase methodological rigor and transparency in the specification of the measurement model, we preregistered, a priori, the details of the model-based analysis test. Despite a large sample size (N = 208), memory for truth and falsity did not differ, regardless of the base rates of true and false claims. The results thus support the Cartesian model and provide evidence against the Spinozan model and the expectation-violation model.