A neurocognitive approach to brand memory
Ratnayake, N., Broderick, A. J., & Mitchell, R. L. C. (2010). A neurocognitive approach to brand memory. MM. Journal of marketing management, 26(13-14), 1295-1318. doi: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 in... Read More about A neurocognitive approach to brand memory.