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March 1, 1979Journal of Marketing383 citations

Memory Factors in Consumer Choice: A Review

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JBJames R. Bettman

Key Points

  • The aim is to explore how human memory influences consumer choice and marketing strategies.
  • Review of existing research and theories related to human memory and consumer behavior.
  • Discussion of key findings relevant to marketing and promotional strategies.
  • Suggestions for future research on memory applications in marketing.
  • Identified several critical memory factors that affect consumer choice.
  • Discussed the implications of these factors for marketing strategies.
  • Highlighted the need for more research on memory principles in marketing.

Abstract

This paper reviews research and theory on human memory, emphasizing key findings and concepts of importance to marketing and consumer choice. Several implications for promotional decisions are discussed. It is hoped that this review will stimulate further research on, and applications of, memory principles in marketing.

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Cite This Study

James R. Bettman (1979) studied this question.

synapsesocial.com/papers/6a093c771d1abd907d161f0ahttps://doi.org/10.1177/002224297904300205
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