Consumer decision making, Maximizing trait, Time pressure, Browsing behavior, Assortment size,

The effects of two types of semantic memory support-meaningfulness of an item and relatedness between items-in mitigating age-related deficits in item and associative, memory are examined in a marketing context. In Experiment 1, participants studied less (vs. more) meaningful brand logo graphics (pictures) paired with meaningful brand names (words) and later were assessed by item (old/new) and associative (intact/recombined) memory recognition tests. Results showed that meaningfulness of items eliminated age deficits in item memory, while equivalently boosting associative memory for older and younger adults. Experiment 2, in which related and unrelated brand logo graphics and brand name pairs served as stimuli, revealed that relatedness between items eliminated age deficits in associative memory, while improving to the same degree item memory in older and younger adults. Experiment 2 also provided evidence for a probable boundary condition that could reconcile seemingly contradictory extant results. Overall, these experiments provided evidence that although the two types of semantic memory support can improve both item and associative memory in older and younger adults, older adults' memory deficits can be eliminated when the type of support provided is compatible with the type of information required to perform well on the test.

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