Effects of Different Types of Schematic Support on Item and Associative Memory For Brands in Older Consumers

Praggyan Mohanty, Governors State University, USA
S. Ratti Ratneshwar, University of Missouri, USA
Moshe Naveh-Benjamin, University of Missouri, USA
We show across two studies in a branding context that different types of schematic support alleviate episodic memory deficits in elderly consumers differently. While meaningfulness of brand elements attenuates item (vs. associative) memory deficits in older (vs. younger) consumers, relatedness between brand elements mitigates differences in associative (vs. item) memory.
[ to cite ]:
Praggyan Mohanty, S. Ratti Ratneshwar, and Moshe Naveh-Benjamin (2013) ,"Effects of Different Types of Schematic Support on Item and Associative Memory For Brands in Older Consumers", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.