How Human Memory WorksHow Human Memory Works Most of us perceive memory as a warehouse where information is stored in our brains. Scientists, however, believe that memory is much more complex than that. According to them, memory is more of a store than a chain of operations. A chain of discernment-remembering and remembering parts of our minds.
How Human Memory WorksHow Human Memory Works For example, when we consider the porcelain cup we drink coffee, our brain remembers the name of this object, the feeling it leaves on our lips, its form, function, design, how it has entered our lives and what it means to us. If that cup has a special meaning for us, we will remember and relive many memories with coffee.
How Human Memory WorksHow Human Memory Works These memories do not come together in our brains as a whole - for example a video clip. Each part of the memories of the coffee cup comes from different parts of the brain. When we take the cup, the memories that have taken place in different parts of our brain are reconstructed.
How Human Memory WorksHow Human Memory Works Memories connect our past to the present and form the framework of our future. Most of the time, our story is determined by how we remember it rather than what we actually live. As Steven Pinker said, bile We are largely our memories. El We may not remember exactly what we were eating last night, but when we took our child first, we have a memory that never forgets how it smells even years later. We have a memory that we don't experience in our childhood when we spend a lifetime, no matter how old our age is, but it doesn't save a very vital phone number for us.
How Human Memory WorksHow Human Memory Works The first step in memory formation is coding. Coding selectively starts carefully. Although our brain and thought system is open to an unlimited number of outside alerts, it doesn't do the same for each data when encoding these data. Scientists say that we have to pay great attention first to encode the memory in a way that will never be erased. The more we concentrate on something, the stronger it gets coded into our brain.
How Human Memory WorksHow Human Memory Works An event, a human, an object, a concept is stored in our short-term memory, then in our long-term memory. Some people have short-term memory. These people do not forget what they see easily. They can permanently record fragrances, sounds and flavors in their memory. But usually the short- term memory of people is not reliable at all. Our memory can easily mislead us.
How Human Memory WorksHow Human Memory Works The more often the information is repeated or used, the easier it is to make a permanent place in the memory. Our long-term memory can store unlimited amounts of information for too long. On the contrary, if we do not have a special interest in the information, the people, the objects, the information we encounter, the information will be lost in the short term memory for about thirty seconds.
How Human Memory WorksHow Human Memory Works Not all neurons in our brain are connected to each other. We develop most of these connections ourselves. The way to do this is to link information to each other. When a brain cell sends a signal to another, a path is formed between them, if the person repeats it, this path is permanent. The more the signal exchange between the two cells increases, the stronger the bond between them.
How Human Memory WorksHow Human Memory Works Commonly used links make it easy to remember. But when we move away from the subject - and hence the inter-link signal interruption stops - our brain begins to forget something it knows well some time ago. Unused connections become weaker. The information we have had difficulty remembering has begun to be erased because we do not keep them alive in our daily lives and do not use them sufficiently.
How Human Memory WorksHow Human Memory Works As we learn and repeat new information, it is not only easy to remember information, but also complex memory circuits in our brains are structured and our mind's performance is improved. Everything we think, remember, deepens the connections in our minds. As we think, as we remember, every new experience changes the physical structure of our brain. The more we think, analyze, make new connections, the stronger our brain becomes.
How Human Memory WorksHow Human Memory Works We assume that the people who had a strong memory was gifted; but in reality it is not so, scientists say, could achieve a strong memory afterwards. Memory and there is also much to learn from the applied scientific studies on recall, brand managers and marketing specialists.
How Human Memory WorksHow Human Memory Works With the help of FMRI technology, neuro marketing experts can examine three different parameters of consumer behavior by examining the response of the human brain to the different messages. ). Second, emotional commitment: How consumers respond emotionally to what they think (What they find sympathetic or antipathetic, what they ignore when they are affected). The third is to keep in mind: what people, what, especially, what part of the brand can keep in mind (What visual elements, which words?)
How Human Memory WorksHow Human Memory Works Experts on consumer behavior, particularly Gerald Zaltman and Clotaire Rapaille , say that marketers must understand the nature of human memory. 1- Our emotions are the cement of our memory. People, events, information, messages that match intense emotions are permanent in our memory. We don't remember things that we didn't have a personal interest in and didn't activate our emotions. There are very few people who cannot remember where they were when they saw the September 11 attack on TV while we had trouble remembering what we did yesterday. (Emotions or Something to Remember)
How Human Memory WorksHow Human Memory Works 2- Studies on memory say that remembering is directly related to the context in which we are involved. In particular, without much effort, the information that comes to our own mind is related to the environment we are in. When we're in the garden, we've got information about the garden. Contextual memory acts selectively; it is based on remembering the things we need in the fastest way. So it saves lives in the most difficult moments. Given accurate clues, contextual memory works with incredible speed and accuracy.
How Human Memory WorksHow Human Memory Works 3- Your mind prefers the concrete. Keeping the concrete in mind requires less mental effort than abstract concepts; therefore everything that relates to visuality is more easily learned and remembered. The more we visualize the data we want to keep in our memory, the easier it is to remember.
How Human Memory WorksHow Human Memory Works 4- Our memory is not very reliable despite all its excellence. It is very quickly affected and can easily distort the data. Heuristics can be misleading us. Our prejudices distort our memory. It is for this reason that we often misunderstand what we have experienced.
How Human Memory WorksHow Human Memory Works 5- Our memory is fragile on the one hand and quite resistant on the other. Satisfying emotions are more permanent than negative emotions. After Freud, many neurologists have also shown that the effects of negative emotions have diminished over time, and that positive emotions have survived longer.
How Human Memory WorksHow Human Memory Works In making a decision or making a choice, our brain is embroidered in our memory, scanning an incredible amount of information and emotions that match this information; the result is a quick response. Knowing how human memory works is a compulsory course, not elective for marketing and brand managers. Understanding the nature of the human mind and the working principles of human memory means understanding consumers' decision- making mechanisms. Anyone who wants to do better marketing should learn how the human memory works.
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