Telling people that a consumer claim is false can make them misremember it as true. In two experiments, older adults were especially susceptible to this "illusion of truth" effect. Repeatedly identifying a claim as false helped older adults remember it as false in the short term but...

Relative to younger adults, older adults appear to exhibit greater use of schema-based, as opposed to detailed, processing strategies. This relationship is investigated in an experimental study that examines the moderating influences of two marketing-relevant variables, incongruity of message...

Functional magnetic resonance imaging (fMRI) was used to investigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of neural correlates of product versus human descriptor judgments indicated greater activation in the...