Working memory: a new framework for marketing

• Autor(a) principal: Rodrigues, Airton
• Data de Publicação: 2020
• Outros Autores: Cavallet, Mikael, Galera, Cesar Alexis
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244207
• topic: working memory; consumer behavior; short term memory; neuromarketing.; memória de trabalho; Comportamento do consumidor; memória de curto prazo; neuromarketing.

The working memory received exhaustive attention from psychology in several experimental studies that explain the functioning of attention and the processing of visual and phonological information. However, few of them are directed at consumer behavior. The purchase decision process takes place in this cognitive system limited in the amount of information that can be stored and the time to be retained. We demonstrate the state of the art of how this cognitive construct is addressed in studies on consumer behavior, involving elements of communication, pricing, retail, and purchase decision. The article shows the lack of productions in indexed magazines in Brazil on this topic and presents opportunities for researchers to deepen this knowledge from the perspective of consumer behavior.