Chapter 3 – Memory & Perception
Consumers look at the world, and see it as it is, right. RIGHT?
Your mind (the thing that is aware of reading this page) emerges from an intensely complicated blob of grey jelly between your ears. That’s not a romantic way of thinking about it, but it’s not wrong either.
This grey jelly lives in a round bone box, with a few small holes for the nerve fibers connecting it to your eyes, your ears, and a few other sensors too. These are its only connections to the outside world (I did warn you that it wasn’t very romantic).
The trick that turns this wetware into a functional human is that our little grey brains are able to remember things they have seen before, and that lets them organize the information they receive into something they can work with.
This is the story of how that shapes our us, and our consumption (and it is the story part where the romance starts creeping in)…
Organizing principles
The world we see only makes any sense to us at all, because we've seen things like it before- Knowing the language of long-term memory has huge implications for CB practitioners
What we see is not the same thing as what we are looking at
Do our expectations shape what things look and feel like? And when seeing suggests doing
