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| Author: | Ratnayake, N. Broderick, A.J. Mitchell, R.L.C. |
| Title: | A neurocognitive approach to brand memory |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1295-1318 |
| Index terms: | brands consumption decision making cognitive processes psychology medicine research |
| Freeterms: | autobiographical memory semantic memory |
| Language: | eng |
| Abstract: | Prior experiences influence on consumer decisions via memory, with the episodic autobiographical/semantic dichotomy having particular relevance to the cognitive vs. emotional decision making models. This study conceptualises affective, self-relevant brand episodes as Brand-Related Autobiographical Memory (BRAM), and storage of abstract brand knowledge as Brand-Related Semantic Memory (BRSM). Presented is a conceptualization of brand-related memories, the relationships btw. different memory systems/behaviours. Explored is the neural response of the brand-related memories. Based on a series of fMRI experiments, the neural correlates of BRAM and BRSM can be differentiated, and the link btw. BRAM and the self-construal demonstrated. This is a contribution to theoretical debates on consumer learning etc. |
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