What You Like vs What You Remember

What you like vs what you remember is not always the same thing. A new Haas study reveals that people often forget the things they like and opt for the things they remember. And this is why brands should care about our imperfect memory.

Research by lead author Zhihao Zhang, a Haas postdoctoral scholar, who conducted the research with Assoc. Prof. Ming Hsu and UCSF neurologist Andrew Kayser find that while we might think our choices are about what we like and enjoy, that is not always true. In fact, we often pick what we remember and not what we like. This is a significant piece of information for brands who are trying to sell their products.