You Are What You Buy: Autobiographical Memory Priming in Advertisement Increase Consumers' Self-Image Accessibility and Promote Product Evaluations

A three-factor model is proposed to validate the connection between autobiographical memory, self-image, and marketing. Two empirical studies examine the hypotheses that using autobiographical memory priming in advertising could promote consumers’ self-image accessibility and that the activated self-image most effectively predicts consumers’ positive evaluations of products relevant to personal goals.