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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 106-112.

Authors

Raphaëlle Lambert-Pandraud, ESCP Europe , France
Gilles Laurent, INSEEC , France
Etienne Mullet, Ecole Pratique des Hautes Etudes, France
Carolyn Yoon, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

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.