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Commentary: the role of age in consumer’s retrieval and evaluation of consumption experiences

Author

Listed:
  • Cassandra Denise Davis

    (Wayne State University)

  • Aimee Drolet

    (University of California, Los Angeles)

Abstract

Si, K., & Dai, X. Marketing Letters (2022), have introduced an intriguing and potentially useful construct to the marketing literature: memory-search frame. Our commentary centers on Si and Dai’s study 3. This study focuses on the possible moderating effect of age on the typical length of consumers’ memory-search frame. Its results imply that older consumers have longer memory-search frames compared to younger consumers. However, these correlation-based results are not strong evidence. We briefly review past research that is inconsistent with these results and pose additional questions to the authors that they might pursue in future research.

Suggested Citation

  • Cassandra Denise Davis & Aimee Drolet, 2022. "Commentary: the role of age in consumer’s retrieval and evaluation of consumption experiences," Marketing Letters, Springer, vol. 33(1), pages 27-30, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09607-2
    DOI: 10.1007/s11002-021-09607-2
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    References listed on IDEAS

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    1. Kao Si & Xianchi Dai, 2022. "The memory-search frame effect: impacts on consumers’ retrieval and evaluation of consumption experiences," Marketing Letters, Springer, vol. 33(1), pages 5-17, March.
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    Cited by:

    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.

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    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
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