This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds...

Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor-consumer mood-influences consumers' ability to process incongruent information...