Mohsen Shabani
Institute for Cognitive and Brain Sciences, Shahid Beheshti University GC, Tehran, Iran.
[ 1 ] - Autobiographical Brand Images Give a Higher Chance to False Memory as Compared to Neutral Images
Consumers’ prior experiences shape an episodic memory which largely influences their decision-making process. This episodic memory is mainly linked to cognitive and emotional perception and we know that a brand image influences our cognitive and emotional perception. Nevertheless, it has not been well described how autobiographical memories of brand images differ from those of other types of im...
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