Brand Memory and Aging: Accounting For Specific Age Reveals Superior Memory For Older Compared to Young Consumers

Raphaëlle Lambert-Pandraud, ESCP Europe , France
Gilles Laurent, INSEEC , France
Etienne Mullet, Ecole Pratique des Hautes Etudes, France
Carolyn Yoon, University of Michigan, USA
Consumer’s age today and at brand launch (“specific age”) affect memory for brands introduced over the lifespan, and this effect is mediated by cognitive ability. Older consumers, compared to young consumers, exhibit worse memory for brands launched recently, but have equivalent or better memory for brands encountered before age 30.
[ to cite ]:
Raphaëlle Lambert-Pandraud, Gilles Laurent, Etienne Mullet, and Carolyn Yoon (2014) ,"Brand Memory and Aging: Accounting For Specific Age Reveals Superior Memory For Older Compared to Young Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 106-112.