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A
Abstract, 96, 152, 190, 209, 227
abstract words in concrete context, 169–171
abstract words linked to concrete pictures, 164–169
concrete versus, 153–159
creativity and abstract images, 225–226
Accidental forgetting, 36, 236
Achievement, 129–130
anticipation influencing, 93–94, 220
cues and, 23, 26–29, 34, 51–68
emotion influencing, 92–93, 220
forgetting and inaction, 2, 29
future with value extracted for present, 20
meaning and, 146–147
motivation and, 11, 29, 30–31, 34, 96, 98–99, 109, 125, 244
remembering and, 2, 4–5, 12, 21
surprise and, 72–73
Advertising, 36, 54, 71, 85, 120, 130, 198, 205, 206, 211, 237
with delay before outcome, 107–108
hyperbole or exaggeration with, 138–139
nostalgia and, 183–185
prospective memory and, 22, 25
social proof and, 66–67
Affordances, cues and, 56
Algorithm, gambling, 2
Alice in Wonderland (Carroll), 9–10, 211–212
Alive versus dead, businesses, 141
All Is Vanity (Gilbert), 80
Altman, Robert, 145
Amazon, 36
Ambiguity, risk with, 217
Amygdala, 72, 152, 175, 176, 179, 213
Anna Karenina (Tolstoy), 118–119, 123
action influenced by, 93–94, 220
uncertainty and, 89–90, 99–109
Aobiome, 226
Appleton, Andrea, 212
reflective attention, 59–61
Audiences
emotions of, 178–180
expertise of, 159–160
Authority heuristic, 219
Autobiographical memory, 129, 224
Automatic decisions, 205–207, 208, 217
Availability heuristic, 219
B
Baddeley, A. D., 170
Balance, 200. See also Cognitive elements; Perceptive elements
Ballesteros, Rose, 184–185
Barrios, Jarrett, 93
Bayley, Melanie, 9–10
Beethoven, Ludwig van, 82
with decisions based on habits or goals, 207–208
Berndt, Ron, 78
Bertone, Antonio, 198
Besselman, Bill, 237
Binary, with opposites, 141
Bogdan, Corneliu, 71–72
Bordes, Nathalie, 85
Boredom, with predictability, 87
Bradbury, Ray, 13
amygdala, 72, 152, 175, 176, 179, 213
appealing to feeling, 178–188
brain science myths, 239–240
cortex, 27, 72, 95, 152, 175, 176, 179
with decisions, 94, 203–211, 214–220, 222–228, 233
dopamine and, 75, 95–99, 102, 108, 109, 239
emotions, meaning and type, 180–183
with expectation, psychology of, 73–75
fuzzy logic, case study, 228–232
limbic system, 95
with mental schemas invoked, 76–78
neuroeconomics and neurobiology, 204
nostalgia and, 183–185
with past, 18–19
as prediction engine, 4, 20, 75
with rewards and things of value to humans, 211–214, 233
serotonin levels, 226–227
stability-plasticity dilemma and, 207
striatum, 95
temporal expectations and, 220–222
wabi-sabi and, 185–187
Brain Bugs (Buonomano), 162
Brown, Gordon, 135
Builders, 98
Buonomano, Dean, 162
Burton, Jake, 158–159
CMOs, 24–25
cynicism in, 181–182
distinctiveness and, 141–142, 148
employees and motivation, 98–99
with pictures versus text, 161–162
prospective memory and, 19–33
remembering, business audiences and, 36–40, 194–195
repeatable messages in, 115–116
BuzzFeed, 174
C
Cabrera, Chris, 141–142
Calvino, Italo, 118
Caregivers, 98
Carroll, Lewis (Dodgson, Charles), 9–10, 211–212
Cartier-Bresson, Henri, 175
Catsouras, Christos, 236
Ceausescu, Nicolae, 71–72
Chandler, Raymond, 169
Chief marketing officers (CMOs), 24–25
Child prodigies, 20
Choice, common currency of, 209. See also Decisions
Chomsky, Noam, 147
Clarity Coverdale Fury, 54
Classics, 117–120
communication and, 119–120
reasons for using, 174–175
CMOs (chief marketing officers), 24–25
Cognitive elements
pictures versus text, 160–164, 190
retrieval with perceptive and, 153–171
Coherence, 124–126
Commerce. See Business
Commercials. See Advertising
Communication, 32, 47, 64, 119–120, 221
Community, role of, 24
Computers, remembering with, 3
Conclusions, action and, 172
abstract versus, 153–159
abstract words in concrete context, 169–171
abstract words linked to concrete pictures, 164–169
Conformity, 130
Consolidation, of memory, 37–38
Content, 6, 12, 24, 25, 32, 47, 56, 64, 84, 136
business audiences and remembering, 194–195
with cues and action, 26–29
information quality with ease of retrieval, 196–197
isolation or von Restorff effect and, 134–135
length, 193–196
self-generated content, 11, 29, 144–145, 246
surprise with elevated, 85–86, 87
time, perception of, 198–201
with time constraints, 197–198
variables, checklist for memorable content, 241–247
abstract words in concrete context, 169–171
as variable influencing memory, 11, 18, 29
of memory, other people’s, 40–44
memory and important types to, 45–47
Conversion rate optimization (CRO), 212–213
Coolness, elements of, 223
Coordinating, cues and, 67
Cornell University, 114
Cortex, 27, 72, 95, 152, 175, 176, 179
Costeja González, Mario, 235, 236
Creativity, abstract images and, 225–226
Crisp sets, verbatim memory with, 42
Criteria, for classics, 117–119
CRO (conversion rate optimization), 212–213
Cuban, Mark, 182
action and, 23, 26–29, 34, 51–68
intentions linked to, 23–26, 52
memory and, 11, 23–26, 34, 57, 64–68
Customers, 211, 212–213, 224, 230, 231
D
Daly, Jack, 109
Damage, to brain with decisions, 94
Damasio, Antonio, 94
Damiano, Mark, 176
Danger, exaggerating, 72
Dante, 240
The Dark Side of the Moon, 173
Dead versus alive, businesses, 141
Dear Old Love (Selsberg), 59–60
automatic decisions, 205–207, 208, 217
brain with, 94, 203–211, 214–220, 222–228, 233
of customers, 212–213, 224, 231
with decision-making as social, 222–225
steps when making, 209, 232–233
variables in decision-making process, 229–232
Declarative memory, 121–122
Degree of truth, 229
Delacroix, Eugene, 81
temporal expectations and, 220–222
Demarco, Rock, 104
Desirability
decisions with feasibility versus, 227–228, 233
social desirability, 64, 69, 128–130, 131, 157, 224–225
Devaluation experiment, 207–208
Dickens, Charles, 143
Discrimination, 134–135
Disfluency, of words, 122–124
Distinctiveness, 11, 29, 133, 144, 147, 242
with drama, degree of, 138–140
long-term memory and, 134–138, 148
simple syntax and distinct words, 120–124, 130
Dodgson, Charles. See Carroll, Lewis
Dodson, Bert, 163–164
Dominance, 200–201
Domino’s Pizza, 224–225
rewards and spikes in, 95, 97, 109
Drama, 138–140
Duration. See Time
E
Efficiency, automatic decisions and, 206
Effort, 32–33, 34, 40, 216, 231
Ehrenreich, Ben, 147
Einstein, Albert, 107
Elaboration, on knowledge from past, 60
Elements, 66, 120, 223. See also Cognitive elements; Perceptive elements
Elton, Chester, 98
action influenced by, 93–94, 220
decisions and, 213–214
imagination with anticipation and, 93, 109
nostalgia, 183–185
senses, 11, 29, 53–57, 151, 172–174, 200, 209, 246
as variable influencing memory, 11, 18, 29
with vivid images, 175–177, 191, 221
Employees, motivation and, 98–99
Enjoyment. See Pleasure
Epistemological value, 214
Ericson, Keith, 30
Essentialism (McKeown), 39
Euclidian geometry, 9–10
European Court of Justice, 235
Evaluation, 45, 65–66, 210, 233
Event-based cue, 25
Exaggeration (hyperbole), 138–139
“Executive control” network, 180
Expectations
with beliefs and tools, 83–85, 87
with patterns broken, 78–80
surprise and psychology of, 73–75
temporal expectations, 220–222
Experience, 19, 95–96, 99, 199–200
Exploration, behavior and, 100
Exposure effect, with stimuli, 46, 77
F
Facts
defined, 243
retrieval and, 152
as variable influencing memory, 11, 18, 29, 172
gist memory and, 42–44, 46, 47, 194
with mental schemas invoked, 76–78
Fear, 73, 84, 182–183, 220. See also Risk; Uncertainty
Feasibility, desirability versus, 227–228, 233
Feelings. See Emotion
Fernandez, Phil, 56
Field, Genevieve, 155
Fischer, Bobby, 81
Fleming, Ian, 13
Fluency, of words, 122–124
Forgetting, 2, 3, 7, 19–20, 29, 30, 153
forgetting curve, 36–37, 38, 48
retrieval and avoiding forgettable pictures, 174–177
right to be forgotten, 235–240
Fourneau, Antonin, 104
Franklin, Adrian, 8
Free recall, 27
Future, 3, 4, 18, 30, 94, 237. See also Anticipation
prospective memory and, 19–25, 33
Fuzzy logic, 40, 42, 46, 47, 218
case study, 228–232
variables influencing memory and, 14–15
Fuzzy sets, gist memory with, 42, 46
G
Gain-framed messages, 218
Gambling algorithm, 2
Garmin, 144
Generic
specific versus, 153–159
words, 164
Geometry, Euclidian, 9–10
Gerber, Erich, 230
Gibson, J. J., 54
Gilbert, Charles Allan, 80
A Girl I Knew (Salinger), 157
length, 194–195
verbatim and, 42, 44–45, 48, 194–195
Glenn, Joshua, 146
Glimcher, Paul, 209
Global Green, 145
goal-oriented behavior, 5, 6–7, 24
Godden, D. R., 170
Goethe, Johann Wolfgang von, 13
Good luck charms, 83
Gorbachev, Mikhail, 145
Gostick, Adrian, 98
GPS, 6
Graded opposites, 142
Green, Amanda, 205
Green Cross International, 145
Greiner, Lori, 182–183
Group security, 130
Grupo W, 107–108
H
habitual behavior, 5, 6, 24, 205
The Hairpin, 174
Hefner, Hugh, 13
Hemingway, Ernest, 13
Hemingway, Patrick (son), 13
Heuristics, types, 218, 219, 223
Hierarchy, 200
Hill, David, 220
Holistic value, 214
Hollywood, 108
Hotel brands, customers and, 224
House Hunters (television show), 105–106
HSBC, 142
Huffington Post, 174
Hugo, Victor, 157
human touch and distinctiveness, 145–146, 148
rewards and things of value to, 211–214, 233
Husky, 184–185
Hyman, Ira, 61
Hyperbole (exaggeration), 138–139
with creativity and abstract images, 225–226
pictures, 160–169, 174–177, 190
Imagination, emotion with, 93, 109
IMDb (Internet Movie Database), 114
Inaction, 2, 29. See also Action
Individual memory, 8
Inferno (Dante), 240
Information, 6, 12, 18, 48, 63, 103, 129, 162, 170, 207, 236
content with ease of retrieval and quality of, 196–197
forgetting curve with, 36–37
tension released with, 106–107
as variable influencing memory, 11, 29
Instagram, 161
Instructions, prospective memory and written, 65
Intentions, 21, 36, 195–196, 206, 235–240
cues, memory, and, 64–68
executing on, 23, 24, 29–33, 34
Interference, with retrieval, 149–150
Internal dialogue, rewards and, 42
Internet, 71, 161, 174, 178, 179, 188
Internet Movie Database or IMDb, 114
search engines and forgetting, 235–236
Irving, John, 13
Isolation (von Restorff) effect, 134–135, 138
Item-context binding, 170
J
Jobs, Steve, 108
Johnston, David, 104
Joordens, Steve, 240
Jornet Burgada, Kilian, 17–18, 19, 21, 29, 33
K
Kable, Joseph, 209
Kidd, Celeste, 222
Kleenex, 71
Klein, Yves, 198
Kormann, Dmitry, 100–101
Kregel, Kevin, 173–174
Kureha Corporation, 239
L
movie lines, memorable, 114–115, 116, 120–121, 187
simple syntax and distinct words, 120–124, 130
Learning Technologies conference, 38
Liability, forgetting as, 3
Liberty (goddess), 81
Liberty Guiding the People, 81
Limbic system, 95
Lindsay, Kevin, 212–213
Linguistics. See Language
Lippman, Laura, 146–147
Logic. See Fuzzy logic
Lonely Planet, 8
Long-term memory, 57, 60, 68, 126
distinctiveness and, 134–138, 148
self-generated content and, 144–145
Long-term potentiation, 27
Loss-framed messages, 218
M
Machiavellianism, 182
Mad Men (television show), 178–179
The Making of MONA (Franklin), 8
Maloof, Sam, 168
Mantras, 127–128
Manufactured time, 91
MapMyRun, 144
Marcario, Rose, 145
Marketing decisions, data and, 85
Marshmallow test, 222
Material-intense content, action and, 12
Euclidian geometry, 9–10
fuzzy logic, 14–15, 40, 42, 46, 47, 218, 228–232
McDaniel, Mark, 21
McKeown, Greg, 39
distinctiveness with, 146–147
emotions, 180–183
The Meaning of Life, 150–151
Memory, 2, 4–8, 19, 27, 31, 60, 125, 200. See also Gist memory; Long-term memory; Prospective memory; Random memory; Short-term memory; Verbatim memory
consolidation of, 37–38
cues and, 11, 23–26, 34, 57, 64–68
experts, influencing memory of, 44–45
important types to control, 45–47
movie lines, memorable, 114–115, 116, 120–121, 187
retrieval and memorable storytelling, 153, 154, 178, 189
types, 8–9, 11, 38–40, 42–43, 57, 121–122, 129, 224
variables, checklist for memorable content, 241–247
variables influencing, 11–12, 14–15, 18, 29, 133, 172
Memory, other people’s, 29, 45, 47–48
business audiences and remembering, 36–40, 194–195
controlling, 40–44
Mental Floss, 174
Mental schemas, with familiarity, 76–78
Messages
classics, 119–120
social desirability and, 224–225
Messages, repeatable, 113
adaptive coherence and, 124–126
distinct words tied by simple syntax, 120–124, 130
portability and, 114–116, 127, 130
self, staying consistent with desired, 126–128
social desirability and, 128–130, 131
timeless appeal and, 116–119, 130
Metropolitan Museum of Art, 7
Micromessage, 193–194
Microsoft, 236
Miller, Arthur, 13
Mind, 43, 129, 224. See also Brain
Les Misérables (Hugo), 157
MONA (Museum of Old and New Art), 1–3, 6–8, 12
Mona Lisa, 79
Mood, information and, 170
Morozov, Dimitry, 209
Motivation, 11, 29, 96, 109, 125, 244. See also Action
employees and, 98–99
Motor cortex, 152
Movies, 114–115, 116, 120–121, 187
Murrow, Edward, 89–90
Museum of Old and New Art (MONA), 1–3, 6–8, 12
Myths, brain science, 239–240
N
Nastase, Ilie, 91
Needs, conflicting, 61–62
Neurobiology, of decision-making, 204
Neuroeconomics, of decision-making, 204
Newman, George, 20
Newton, 108
Nike+, 144
Nostalgia, 183–185
Novelty, 11, 29, 78, 101, 106, 244
reward and, 99–100
surprise and, 75–76
O
“O Tannenbaum,” 212
Obsolete, remembering as, 2–3
O’Leary, Kevin, 182–183
Omens, 83
Option uncertainty, 217–218
Oreo, 206
O’Sullivan, Emer, 212
Overconfidence, with future and forgetting, 30
P
Pacino, Al, 150–151, 153, 155, 174
Paradigm shift, 119
Patagonia, 145–146
Perceptive elements
pictures versus text, 160–164, 190
with retrieval, 172–174
retrieval with cognitive and, 153–171
Perkins, Anthony, 146
Personal meaning, 18
Personal security, 130
Phones. See Smartphones
Physical properties, 53–56, 68
Pictures. See also Imagery
abstract words linked to concrete, 164–169
avoiding forgettable, 174–177
Pink Floyd, 173
Pinterest, 161
Pitt, Brad, 156
Placebo pills, 83–84
Plank, Kevin, 237
Playboy, 13
Plotnik, Arthur, 121
Poehlman, T. Andrew, 20
Popularity, as wave, 223
Portability, repeatable messages and, 114–116, 127, 130
Potter, Mary, 165
brain as prediction engine, 4, 20, 75
Predictive analytics, 136–137, 144
Primary reinforcers, stimuli and, 6
Procedural memory, 121–122
Processing fluency, 122
role of, 10–11
Prospect theory, 218
business and, 19–33
memory search and, 23, 24, 26–29, 34
of expectations with surprise, 73–75
psychological distance, 227–228
Purdie, David, 188
Purposeful forgetting, 236–237
Pyramid, memory, 38–39
Q
Quantity. See Information
R
Rai, Saritha, 225
Ray, Mike, 206–207
Reactivation, of old memories, 60
Recall, 27. See also Remembering
Reddit, 174
Reflective attention, cues with, 59–61
Reflexes, 52
reflexive behavior, 5, 6, 24, 204–205
Reimann, Martin, 167
Reinforcers. See Primary reinforcers, stimuli and; Secondary reinforcers
Relational opposites, 141–142
Remembering, 3, 18–19, 25, 27, 170
business audiences and, 36–40, 194–195
intent to be remembered, 235–240
retrieval, 67, 149–189, 196–197
Repeatable messages. See Messages, repeatable
Repetition, 11, 29, 113–114, 245. See also Messages, repeatable
Retrieval, 67, 151, 152. See also Remembering
with brain, appealing to feeling, 178–188
forgettable pictures, avoiding, 174–177
information quality with ease of, 196–197
interference with, 149–150
memorable storytelling and, 153, 154, 178, 189
with perceptive and cognitive elements, 153–171
perceptive elements with, 172–174
Revenue Disruption (Fernandez), 56
Rewards, 7, 19–20, 42, 52, 57, 100, 180, 230
anticipation and, 97–99, 106–107
decision-making with risk and, 216–220
dopamine spikes and, 95, 97, 109
social aspects and, 33, 34, 216
stimuli as biologically rewarding, 5–6, 31
with things of value to humans, 211–214, 233
The Rite of Spring, 101
Rivollet, Nicolas, 219
Rolls, Edmund, 180
Rules, breaking sacred, 81
Ruth, Bill, 79–80
S
S shapes, 237–239
Saatchi & Saatchi, 85
Sacred rules, breaking, 81
Salesforce.com, 58
Salinger, J. D., 157
Sandburg, Carl, 89–90
Savage, Leonard, 217
Scarcity heuristic, 218
Schickele, Peter, 82
Schmidt, Ken, 129
Search engines, forgetting and, 235–236
Sears, 36
Secondary reinforcers, 6
decisions for self versus others, 225–227
desired self, staying consistent with, 126–128
self-generated distinctiveness, 143–145, 148
Self-generated content, 11, 29, 144–145, 246
Selsberg, Andy, 59–60
Senses, 151, 200, 209. See also Emotion
cued in automatic way, 53–57
sensory intensity, 11, 29, 246
storytelling and, 172–174
SentiStrength, 188
Serotonin levels, 226–227
Sex, framework and salience with, 13
Shark Tank (television show), 182–183
Shimabukuro, Jake, 198
Significant Object project, 147
Situational value, 214
SlideShares, 12
Smartphones, 76
Smith, Richard J., 117
Smith Magazine, 193
Smithsonian (Appleton), 212
Smoyz, 71
decision-making as social, 222–225
Social concern, 130
Social desirability, 64, 69, 157
messages and, 224–225
repeatable messages and, 128–130, 131
Social memory, 8–9
Social obscurity, 231
Social proof, 66–67
Social schemas, 80
SoulPancake (Wilson), 168
Specific, 153–159
Stability-plasticity dilemma, 207
State space uncertainty, 217
Status. See Social desirability
Steichen, Edward, 57
Stimulation, 130
decisions and value assigned to, 214–216
physical properties of, 53–54, 56, 68
Storytelling, 129, 150, 172–174
retrieval and memorable storytelling, 153, 154, 178, 189
Strava, 144
Stravinsky, Igor, 101
Striatum, 95
Surprise, 11, 29, 71–72, 81, 86, 247
expectation with beliefs and tools, 83–85, 87
with expectations, psychology of, 73–75
familiarity through mental schemas, 76–78
novelty and, 75–76
with schemas, unrelated but existing, 82–83, 87
Swingler, Steve, 57–58
Syntax
with declarative and procedural memory, 121–122
distinct words and simple, 120–124, 130
T
Taylor, Donald, 38
Temporal expectations, 220–222
Tension, 102, 105, 106–107, 109–110
Text, pictures versus, 160–164, 190
Theories
of basic human values, 129–130
prospect, 218
Thiele, Peter, 79
Thinkers, 98
Thompson, Shaun, 127
Three Pears and an Apple, 57
TIBCO, 229–230
Tigers, humans and, 172–173
content with time constraints, 197–198
decision-making with time delay, 231
delay before outcome, 105–109, 216
perception of, 198–201
repeatable messages and timeless appeal, 116–119, 130
retrieval with actions across timeline, 152
rewards and time delay, 33, 34
sensory and short-term memory, duration, 57
temporal expectations, 220–222
time-based cue, 25
value-based decisions and, 215–216
Tinklepaugh, Otto L., 86
Todd, Rebecca, 175–176
Toobin, Jeffrey, 236
Tools, expectations with beliefs and, 83–85, 87
Training, automatic decisions and, 208
Translations, 211–212
Truth, 229
“Twinkle, Twinkle, Little Star,” 212
U
Ultimatum game, 226
Uncertainty
anticipation and, 89–90, 99–109
with delay before outcomes, 105–109, 216
dopamine and, 102
with outcomes, importance of possible, 103–105
types, 217–218
UNESCO (United Nations Educational, Scientific and Cultural Organization), 240
University of Washington, 80
Updike, John, 13
Urban Outfitters, 36
V
Vaillant, John, 172–173
brain and deciding about, 208–211
decisions and value assigned to stimuli, 214–216
devaluation experiment, 207–208
human values, theory of basic, 129–130
rewards with things of value to humans, 211–214, 233
Van Zelm, Leah, 223–224
Variables
checklist for memorable content, 241–247
in decision-making process, 229–232
with memory, other people’s, 29
memory influenced by types of, 11–12, 14–15, 18, 29, 133, 172
rewards, 32–33
Variety, 144
Velocity, 144
Veracity, 144
Verbatim memory, 47
gist and, 42, 44–45, 48, 194–195
Verma, Raj, 141
pictures versus text, 160–164, 190
time as visibly progressing, 199
visual comprehension and time, 165
visual cortex, 152, 175, 176, 179
Von Restorff, Hedwig, 134
Von Restorff (isolation) effect, 134–135, 138
W
Wabi-sabi, brain and, 185–187
Walker, Rob, 146
Wave, popularity as, 223
Websites, for business, 24–25
“What I Learned from the Worst Guy I Ever Dated” (Field), 155
“What My Mother Learned from Einstein,” 107
Why Read the Classics (Calvino), 118
Williams, Serena, 168
Wilson, Rainn, 168
Words
abstract words in concrete context, 169–171
concrete pictures linked to abstract, 164–169
disfluency and fluency of, 122–124
generic, 164
mantras, 127–128
movie lines, memorable, 114–115, 116, 120–121, 187
with pictures versus text, 160–164, 190
simple syntax and distinct, 120–124, 130
Wyckoff, Claire, 144
Y
Yahoo, 236
3.147.27.171