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