Research continues to indicate how imperative it is for us to start protecting our memory earlier in life. But when it comes to implicit vs. explicit memory, what’s the difference? Why are they ...

There is a view that the results of market research are skewed because people respond using their rational, explicit memory when most decision-making is implicit and instinctive. So how is traditional ...

New research from scientists around the globe has produced the strongest evidence to date that there are two separate cognitive systems. Three unrelated studies from March of 2014 offer new clues to ...

We’ve all heard the famous quote, "those who cannot remember the past are condemned to repeat it." While some version of this expression is often used when discussing broad cultural considerations, ...

Citations: Lee, Angela Y.. 2002. Effects of Implicit Memory on Memory-Based versus Stimulus-Based Brand Choice. Journal of Marketing Research. (4)440-454.