Chapter 10
Memory
To put it simply, an awful lot of stuff happens in the world every day, yet only a very select few things are remembered on a large scale. Everybody can recall, for example, where they were when Kennedy got shot, or when the Twin Towers came down – as the old cliché goes.
Why is it that certain things are much more memorable than others? More importantly, does it matter?
Firstly, memorability does indeed matter. As discussed earlier, a message has to be remembered if it is to have its desired effects after some time; not only that, however, but the more mentally salient, or front-of-mind, a message is, the more likely it is to influence behaviour.
Researchers illustrated this point with an experiment in which participants were ...
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