The zero moment of memory: An innovative multi-layered hybrid research approach

This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.

The zero moment of memory: An innovative multi-layered hybrid research approach

Olga Churkina-Voigt and Nick Drew Yahoo Canada and Fresh Intelligence Research

Introduction

Memory makes us who we are as people. All the things you know how to do, all the people you've met, all the influences and experiences that have shaped you into the person you are, are a function of memory.

But we are very different in our actions and attitudes from people born even a generation ago. Some of this is a reflection of the technology of the day and what it enables us...

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