A neurocognitive approach to brand memory

Ratnayake, Nilanthi; Broderick, Amanda J; Mitchell, Rachel L C

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. J., & Mitchell, R. L. C. (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
• Acceptance Date: Jan 1, 2010
• Online Publication Date: Dec 6, 2010
• Publication Date: 2010-12
• Deposit Date: Nov 13, 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
• Keywords: Marketing; Strategy and Management
• Public URL: https://hull-repository.worktribe.com/output/469098
• Publisher URL: https://www.tandfonline.com/doi/abs/10.1080/0267257X.2010.522531
• Contract Date: Nov 13, 2014