Successful recall of brand names often determines consumer decisions. Yet, unaided recall fails increasingly as adult consumers get older, which is a threat to brand awareness in aging societies. Still, consumer research has not explored if personally relevant episodic memories consumers associate with a brand can support brand-name memory when consumers age. This study, therefore, explores how cognitive aging affects the links between the recall of brand names from semantic memory and the subjective quality of brand-related autobiographical memories (AMs). Experimental data from 20- to 33-year-old and 60- to 90-year-old participants suggest that consumers associate successfully recalled brand names with more significant, phenomenologically richer AMs, and that this connection between semantic and episodic memory is stronger in older adults. We discuss how research and brand communication could utilize AMs to further understand and reduce negative impacts of aging on brand awareness.

中文翻译：

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更年长和更个性化：老年消费者的品牌回忆与品牌相关的自传记忆之间的联系更紧密

成功召回品牌名称往往决定了消费者的决定。然而，随着成年消费者年龄的增长，独立召回越来越失败，这对老龄化社会的品牌知名度构成威胁。尽管如此，消费者研究尚未探索消费者与品牌相关的个人相关情节记忆是否可以在消费者年龄增长时支持品牌记忆。因此，本研究探讨了认知老化如何影响语义记忆中品牌名称的回忆与品牌相关自传体记忆 (AM) 的主观质量之间的联系。来自 20 至 33 岁和 60 至 90 岁参与者的实验数据表明，消费者将成功回忆起的品牌名称与更重要、现象学上更丰富的 AM 联系起来，并且语义和情景记忆之间的这种联系在老年人中更强成年人。