Department of Psychology and Behavioural Sciences

Alejandra Zaragoza Scherman

Ph.D., Assistant Professor

Alejandra Zaragoza Scherman
See relations at Aarhus University

Research areas


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. 


I 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.

Research Interests

I am interested in investigating how nostalgia is evoked in advertising by cueing autobiographical memories about "the good old times". In this context, my current research program will examine how nostalgia can be harnessed to promote pro-social, sustainable, and healthy behaviour in consumers.

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 cental to someone's life story and identity), psychological functioning and mental health.

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