Value of a Memory: Theory and Applications
Friday, September 24 - Main Stage
Marketers have long recognized the importance of knowing the extent to which consumers find a brand or product to be "top-of-mind". It remains challenging to measure and predict the extent to which top-of-mind, as well as related metrics of consumer memory, influence consumer choice. Ming Hsu provides a novel computational neuroscience model of memory that can capture various aspects of consumer memory, including which brands and products are top-of-mind. We further show that by integrating memory and valuation processes, it is possible to precisely and accurately predict the value of being top-of-mind, in both laboratory and field data.
What the audience can learn:
- The importance of knowing the extent to which consumers find a brand or product to be "top-of-mind"
- Measuring and predicting the extent to which being top-of-mind influence consumer choice remains challenging
- A novel computational neuroscience model of memory.
- Predicting the value of being top-of-mind
See full agenda on Thursday, September 23
See full agenda on Friday, September 24
Register now »
Friday, September 24 - Main Stage
Marketers have long recognized the importance of knowing the extent to which consumers find a brand or product to be "top-of-mind". It remains challenging to measure and predict the extent to which top-of-mind, as well as related metrics of consumer memory, influence consumer choice. Ming Hsu provides a novel computational neuroscience model of memory that can capture various aspects of consumer memory, including which brands and products are top-of-mind. We further show that by integrating memory and valuation processes, it is possible to precisely and accurately predict the value of being top-of-mind, in both laboratory and field data.
What the audience can learn:
- The importance of knowing the extent to which consumers find a brand or product to be "top-of-mind"
- Measuring and predicting the extent to which being top-of-mind influence consumer choice remains challenging
- A novel computational neuroscience model of memory.
- Predicting the value of being top-of-mind
See full agenda on Thursday, September 23
See full agenda on Friday, September 24
Register now »