THE SCIENCE OF PERSUASION

What did you have for lunch last week Tuesday? Okay, maybe that’s a tough question. Let’s try: what did you eat at your most recent meal with a good friend? Chances are, you had an easier time answering the latter question than you did the former. This is because the meal you had with a good friend was most likely a positive, strong emotional experience for you. It’s possible you walked away with a better sense of well-being, or you were relieved to have vented about somethin

Although memory and how memories are formed is important for marketers to understand, it’s equally important to know that memory isn’t always reliable. In fact, memories are easily influenced by a wide variety of factors, altering the way we recall events and information. We tend to imagine our memory storage as a library, where pieces of information are stored in an orderly fashion and cataloged for accurate recall, like picking a book off a shelf. However, as we discussed i