Can McDonald's Food Ever be Considered Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand

This is the authors' abstract. We don't add key points for this paper.

Consumers use metacognitive experiences to draw inferences about the state of their brand understanding but only when these metacognitive experiences are relevant for making this inference. In such situations, metacognitive difficulty can improve brand evaluations because it triggers efforts to restore brand understanding by seizing on available new information.