The effect of retrieval practice on memory for brand attributes was examined. Participants were presented with advertisements for fictional products so each contained a number of brand attributes relating to the nature of the product and its qualities. Following this, participants practiced recalling a subset of those attributes either 3 or 6 times. The act of retrieving some brand information inhibited the recall of other brand information that was not practiced, but only when repeated retrieval practice took place 6 times. This is the first demonstration of inhibitory effects in consumers' memory using the retrieval practice paradigm.