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 More

Featured

Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

Read More

Featured

K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements

Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

A Salience Theory of Three Novel Exposure Effects

Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA

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.