Mohsen Shabani

[ 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...