Thanks for the memories

What is your earliest memory? Mine was watching the parade of ships in New York during the Bicentennial. Well…either that or getting kicked in the stomach by Big Tony, the giant kid who lived across the alley.

But these are just snapshots – like most people, I don’t remember much before about age 6 or 7. An article in the Wall Street Journal describes three different kinds of memories, and the importance of these early memories in building emotionally healthy children (and adults). Children who are encouraged to describe their day are likely to retain more of these very early memories.

In our research, consumers often describe their childhood memories, sometimes very early, fleeting memories. What is the role of early memories in shaping how people feel about products and brands?