What cuts both ways!

What we remember is because we draw it from long term memory. Why what gets into long term memory is because we encode stimuli material thus retaining it. Its either a conscious act or an unconscious one.

As human beings, the problem with long term memory is, the material retained starts to turn into a prism through which we see and make sense of what we encounter in the world. For example, an unforgettable disastrous date ensures we harbour an abnormal distaste for the opposite gender. Every time the prospect of a date comes up, memories of the disastrous one floods in and forces out any further attempts at the twosome act. Now this is long term memory working against us. The opposite could happen too. Remembering a motorbike accident means you may take to helmets. And that ensures you are safer every time you hit the roads.

Drawing from long term memory helps brands too. It helps to the extent brands become part of a consumer's consideration set when a purchase is considered. Being in the long term memory increases the chances the brand is bought. Though note, it isn't a guarantee. Long term memory can be hazardous to brands too. for example, the last time we got the Cheetos snack for Jaden, we found the contents to be less than palatable. Now I am not sure if the incident will leave us in a hurry. And so every time Jaden makes an appeal for Cheetos we are prone to not considering a purchase. Like I said, blame it on our long term memory.

Long term memory is a double edged sword. It can prompt us or hinder us. Long term memory cuts both ways for brands too. It either aids a brand buy or ensures the brand is consigned to a bin that holds what's termed the 'inept' set.


Unknown said…
Being flexible allows you surely to make the most of a given set of period, great post. The best moisturiser being also a sun screen lotion would be one example

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