x...Memory and Nostalgia...x

Memory + Nostalgia

Each individual has a certain way of maintaining and capturing precise information whether it be learning to drive or revising for a school project. Memory “is a process that requires information and storing it over time so it will be available when needed” (soloman, 2006). Our memories are the foundation that makes us, us, from social influence to what you like and dislike. It has been argued that these various styles of learning can influence the way in which a person performs in their daily lives. Whether this is processed occurring in a passive or active manner depends on the person but research shows it can be beneficial in a working environment or academic.

There two main behavioural learning theories that are used by psychologists to determine the learning process which is compromised or changed due to external factors. Classical conditioning is when a personal learns through the association with something else. For example a brand logo to which we associate with said brand. However relativity is the key as the information may change over time but to be ineffective to us an understanding must be made, For example what is expected of you as you grow up. http://www.eruptingmind.com/pavlov-classical-conditioning-theory/ stumbled over the website and although somewhat basic found it informing. Have a look!!

Operant condition is the process to which learning is encouraged and enhanced by a reward system. I feel as though this would be best suited for primary and higher education students. The ignorance of children mean that they can be rather easy to amuse therefore would appreciate a point scheme and reward system. Like that of people in further education they tend to still enjoy learning and proceeding to a university level show you are on a certain path so through reward it would be appreciation for wanting to do better. Many supermarkets and retails have adopted this operant condition through using a points system...basically the more you shop the more reward. This holds a basis for people to return to a certain brand or store as they know it will be more beneficial to them in the long run.

This also shows how Conditioned associations are vital when it comes to ensuring the development in brand equity. Through a brand having stable and positive association a customer will remember this and enhance their brand loyalty in the trust that they will not be let down.

When a brand has an association with something people combine the two aspects to create the product

The top end designer brand Fendi is associated with elegance and grace:

Adidas is associated with originality and colour: http://www.youtube.com/user/adidasoriginals?v=yNOA3Veod8s&feature=pyv&ad=4876455392&kw=new%20adidas%20advert - I LOVE this advert...and check out all the celebrity endorsements.

A Porsche is associated with self fulfilment and wealth

Memory Process

There is a process to which the human mind receives and sorts information.

In order for this to be a solid process the brain would have been trained over time to receive the external factors. It is then accepted, then stored so it can be referred to at a later time.

Nostalgia is the feeling to which “a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time” (dictionary.com). If someone had moved from one country to the other the smell of a native dish may bring fond memories of their time back home. Also is had a friend who was once dared to eat a tab of butter during a family game and 8 years on she still cannot eat or even see butter!! If a marketing team can capture our senses or play on nostalgia it can be extremely profitable and rewarding, Not only does this give the individual a remembrance of a happy memory but also makes them feel as though the product connects with them on a more personal level. However as Solomon suggests theres a chance the memory could be a 'a bitter sweet emotion, where the past is viewed with both sadness and longing.' (Solomon, 2006)

Music from when we were younger (old “skool tunez” as I like to call them hehe) brings a sense of remembrance and reminisce. I always found it fascinating how many of my friends could easily write down the lyrics to their 10 favourite songs by heart, but ask them to try remembering their favourite page from a book!! It’s our acceptance of the feeling the listening of the music gives us and is therefore arguably programmed into us. Like that of a famous quote that brings special meaning can be recited without thinking about it. This shows how things that are familiar to us can easily desensitise us to do and remember things naturally.

When we feel nostalgic our moods can be heightened depending on whether the association is negative or positive. Ideals a nostalgic type of advert would life someone’s senses resulting in them wanting to treat them self to the product at hand. Also on a more personal level our body language and the way in which we approach those around us may change, if a bad memory occurs there body language may change by their arms becoming crossed and seem distant as they ponder on said memory.

My Mood Board :)