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Consumer Memory Processes

Part 3. Consumer Behavior

  1. Kathryn R. Mercurio,
  2. Mark R. Forehand

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03002

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Mercurio, K. R. and Forehand, M. R. 2010. Consumer Memory Processes. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. University of Washington, Seattle, WA, USA

Publication History

  1. Published Online: 15 DEC 2010


Consumer memory refers to the processes that allow us to record and later retrieve experiences and information related to products, services, and consumption experiences. Consumer memory can be represented as an associative network or a massive network of associated ideas and concepts. When learning about brands, the strength of association between the brand node and other nodes will depend on how often the brand node is linked to the category with which it holds membership. Retrieval in associative networks occurs through a spreading activation process where the activation of a single node spreads to the nearby nodes. Retrieval cues are thought to improve target item recollection if the cues activate network nodes that are linked to the desired information. We examine a variety of marketing controlled factors or categories at the time of encoding and retrieval that influence memory performance.


  • memory;
  • consumer behavior;
  • associative networks;
  • advertising contexts;
  • cognitive processes