A neurocognitive approach to brand memory

Ratnayake, N; Broderick, AJ; Mitchell, RLC

Abstract

Consumer decisions are largely influenced by prior experiences via
memory, and the episodic (autobiographical)/semantic dichotomy has particular
relevance to the cognitive versus emotional decision-making models. Yet,
consumer research is limited in its consideration of the separate memory
systems conceptualisation dominant in psychology, and rather has primarily
focused on semantic forms of memory. As Autobiographical Memory (AM) may
equally affect one’s brand consumption decisions, it is critical to integrate this
system into brand-related memory studies for a complete understanding of the
consumer learning and decision-making process. The 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). It presents a conceptualisation of brand-related
memories, posits the relationships between different memory systems/
behaviours, and investigates the neural response of these brand-related
memories. Through a series of fMRI experiments, the neural correlates of
BRAM and BRSM can be distinguished, and the association between BRAM and
the self-construal demonstrated. The study contributes to theoretical debates
surrounding consumer learning, determining the concomitant affects of abstract
knowledge and affective experience on decision outcomes.

Citation

Ratnayake, N., Broderick, A., & Mitchell, R. (2010). A neurocognitive approach to brand memory. Journal of Marketing Management, 26(13-14), 1295-1318. https://doi.org/10.1080/0267257X.2010.522531

• Journal Article Type: Article
• Publication Date: Jan 1, 2010
• Deposit Date: Nov 7, 2014
• Journal: Journal of Marketing Management
• Print ISSN: 0267-257X
• Electronic ISSN: 1472-1376
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 26
• Issue: 13-14
• Pages: 1295-1318
• DOI: https://doi.org/10.1080/0267257X.2010.522531
• Publisher URL: http://dx.doi.org/10.1080/0267257X.2010.522531
• Related Public URLs: http://www.tandfonline.com/loi/rjmm20#.VFy7Yqh_suc