A neurocognitive approach to brand memory
(2010)
Journal Article
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
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...
Read More about A neurocognitive approach to brand memory.