Improving Associative and Item Memory For Brands Among Elderly Consumers

Praggyan Mohanty, Governors State University, IL
S. (Ratti) Ratneshwar, University of Missouri, USA
Moshe Naveh-Benjamin, University of Missouri, USA
Two studies examine the effects of aging on associative and item memory for brand information. Results show that more (vs. less) meaningful brand logos and related (vs. unrelated) brand names and brand logos help improve recognition memory among elderly consumers. Results also yield interesting differences between elderly and younger consumers.
[ to cite ]:
Praggyan Mohanty, S. (Ratti) Ratneshwar, and Moshe Naveh-Benjamin (2012) ,"Improving Associative and Item Memory For Brands Among Elderly Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 836-836.