Improving Associative and Item Memory For Brands Among Elderly Consumers

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 836-836.

Authors

Praggyan Mohanty, Governors State University, IL
S. (Ratti) Ratneshwar, University of Missouri, USA
Moshe Naveh-Benjamin, University of Missouri, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More

Featured

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.