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remembered self
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Can behavioral economics inform the ad research process? | Articles quirks.com Jan 1, 2014 11 facts
claimRecognition is a more effective method for retrieving deep memories from the 'remembered self' than recall, similar to how recognizing a face is a truer test of familiarity than recalling a name.
referenceAdvertising research techniques can be classified using an analytic matrix that divides methods based on System 1 versus System 2 thinking, and whether they measure real-time engagement (experiencer self) or branded memory retrieval (remembered self).
claimThe remembered self is constantly updating and revising its version of past experiences.
accountExperiments comparing online facial response to picture sort diagnostics showed that total positive and negative facial response graphs (representing the 'experiencer self') were similar to the 'Flow of Emotion' results (representing the 'remembered self').
claimThe 'remembered self' acts as the 'decider' that governs what individuals learn from living and influences future choices by memory rather than direct experience.
claimNeural-net software used for facial response coding could be trained to recognize a wider range of emotional responses by calibrating facial expressions with meanings derived from the remembered self, such as those obtained through picture-sorting.
claimDaniel Kahneman distinguishes between two selves: the 'experiencer self,' which lives in the moment, and the 'remembered self,' which composes stories out of significant events for future decision-making.
claimThe authors hypothesize that brain wave peaks in commercial scenes correspond to the arousal of curiosity in the 'experiencer self' at the beginning of a scene, whereas picture sort memory peaks correspond to the 'remembered self' at the resolution of meaning at the end of a scene.
perspectiveMarketers must appeal to both the 'experiencer self' and the 'remembered self' because brands reside in the remembered self, while advertising engagement often occurs in the experiencer self.
accountAmeritest's pre-test methodology combines research techniques from the upper and lower halves of the 'remembered self' to double the explanatory power of its diagnostics.
claimFor the 'remembered self,' time is nonlinear, and two types of moments carry more weight: peak moments of emotionally-charged experience and the endings of experiences.