Memory: How It Works and How to Become “Unforgettable” in a Digital World

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 6 in Decoding Digital Consumer Behavior, 2024, pp 77-93 from Springer

Abstract: Abstract This chapter delves into the complex mechanisms of memory and its pivotal role in distinguishing a brand in the saturated digital world. By unpacking the intricacies of sensory memory, short-term memory, and long-term memory, it offers insights into how these elements can be leveraged to make marketing messages indelible. It highlights the transient yet impactful nature of sensory memory, emphasizing visual, auditory, and tactile information as key to capturing consumer attention momentarily. The discussion extends to short-term memory, stressing the importance of semantic encoding in making information stick during brief interactions. Moreover, long-term memory is explored as the domain where enduring brand relationships are forged through episodic, semantic, and procedural memories. The chapter suggests practical strategies for brands aiming to leave a lasting mark on the digital landscape. It advocates for the creation of visually striking content to engage sensory memory, the repetition of key messages to reinforce short-term memory retention, and the crafting of personalized and emotionally resonant narratives to secure a place in long-term memory. By understanding and applying these principles, brands can navigate the challenges of the digital age to become truly “unforgettable” to their consumers, thereby influencing purchase decisions and fostering long-term loyalty.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-3454-2_6

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DOI: 10.1007/978-981-97-3454-2_6

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