Given name: Alejandra

 

Family name: Zaragoza Scherman

 

Alejandra Zaragoza Scherman is Assistant Professor at the Center on Autobiographical Memory Research (CON AMORE) and the Center on Integrative Business Psychology (CIBP) at the Department of Psychology and Behavioural Sciences, Aarhus University. 

 

 

She earned a Ph.D. in Psychology from Aarhus University (Denmark) in 2014, a M.A. in Psychology from the University of Manitoba (Canada) in 2010, and a B.Sc. in Psychology from the University of Guadalajara (Mexico), in 2005.

 

 

I am interested in investigating how nostalgia is evoked in advertising by cueing autobiographical memories about "the good old times". In my current research program, I investigate the cognitive mechanisms and autobiographical memory processes involved in nostalgia advertising. I am interested in how nostalgia is evoked in advertising by cueing autobiographical memories in order to influence consumer behaviour and decision making. Moreover, I examine how nostalgia can be harnessed to promote behavioural change and future positive behaviour in consumers, such as choosing sustainable products and healthy living and engaging in pro-social behaviour.

 

I have investigated how individuals remember their lives across the lifespan and in different age groups and cultures; in particular, I examined how individuals young and middle-aged adults from diverse cultures remember life story events and highly emotional autobiographical memories from different lifetime periods. In these cross-cultural studies, I examined the reminiscence bump, the cultural life script theory, centrality of event (i.e., how an event memory is central to someone's life story and identity), psychological functioning and mental health.