A taste of the article by Richard Shotton:
It seems obvious that many of our spending decisions are influenced by the past. Consider how you pick a restaurant. You think about your previous visits: the taste of the food, the charm of the waiter and, of course, the pain of the bill.
However, strictly speaking it’s not the past that shapes our future behavior but our memory of the past. That might sound like a semantic difference, but it’s not; it’s a fundamental distinction.
This is because our brain doesn’t operate like a video recorder, faithfully logging what happens to us. We simply don’t have the capacity to remember each moment. Instead, we capture a tiny fraction of what happens to us. Since our memory comprises a selection of moments, there’s the possibility of an event being remembered very differently dependent on which precise moments stick in our memory...
Psychologists call this the peak-end rule.
... Contributed by Branding Strategy Insider by: Richard Shotton, the author of The Choice Factory, a new book on how to apply findings from behavioral science to advertising.
Read more here: https://www.brandingstrategyinsider.com/2018/03/one-rule-for-making-brands-more-memorable.html#.Wp5NVEx2vIU