Effects of Different Types of Schematic Support on Item and Associative Memory For Brands in Older Consumers
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.
Citation:
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, Pages: .
Authors
Praggyan Mohanty, Governors State University, USA
S. Ratti Ratneshwar, University of Missouri, USA
Moshe Naveh-Benjamin, University of Missouri, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
Featured
G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry
Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA
Featured
Effects of Affective Language on Perceived Helpfulness of Online Reviews
Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France