MAKING BRAND ASSOCIATIONS AND BRAND ELEMENTS MEMORABLE IN ELDERLY CONSUMERS

摘要

Prior research in cognitive psychology has found important differences between associative memory and item memory (Clark 1992; Clark and Burchett 1994; Gronlund and Ratcliff 1989; Hockley 1991). While item memory is memory for individual items present in a stimulus episode, associative memory is memory for a combination of two or more items together. Especially germane to the present research is the prior finding that aging affects item and associative memory differently. Larger age-related impairments are seen in associative memory than item memory (for a review refer to Old and Naveh-Benjamin 2008; Spencer and Raz 1995).