Associative memories are biologically inspired models designed for the storage and recall by association. Such models aim to store a finite set of associations, called the fundamental memory set. The generalized exponential bidirectional fuzzy associative memory (GEB-FAM) is a heteroassociative memory model designed for the storage and recall of fuzzy sets. A similarity measure, that is, a function that indicates how much two fuzzy sets are equal, is at the core of a GEB-FAM model. In this paper, we present a detailed study on the use of cardinality-based similarity measures in the definition of a GEB-FAM. Moreover, we evaluate the performance of the GEB-FAMs defined using such measures in a face recognition problem.