Older and more personal: Stronger links between brand‐name recall and brand‐related autobiographical memories in older consumers

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...