The Effect of Memory Structure and Function on Consumers' Perception and Recall of Marketing Messages: A Review of the Memory Research in Marketing‪.‬

INTRODUCTION Memory plays an important role in the decision-making processes of consumers by affecting their perception and recall of marketing information. Consumers knowingly and unknowingly use information stored in memory to make a myriad of decisions ranging from what brand and flavor of gum to purchase to what make and model of car to buy (Schiffman & Kanuk, 2007). Thus, the ability of consumers to recall marketing generated information has a major impact on their purchasing decisions. Unfortunately, because of the structural and functional limitations of consumer memory (Bettman, 1979), much of this information is never attended too or even, forgotten. Thus, an understanding of the nature of consumer memory and memory functions has important implications for marketers.