Given the importance of memory in consumer research, it behooves us periodically to take stock of the contemporary theories of memory and consider their assumptions and implications. To that end, we aim in this chapter to provide a review of the dominant accounts of memory and the way they have shaped our understanding of consumer behavior in the past two decades. We discuss the advances that have been made as well as some areas of potential concern. Speci cally, we frame the review and discussion vis-à-vis an alternative account of memory, the SCAPE framework, developed by Bruce Whittlesea and his colleagues (e.g., Whittlesea, 1997). In addition, we o er some suggestions and future directions for research on consumer memory.