Marketing information is processed not in a vacuum but in the context of previous knowledge and experience already stored in memory. Our memory of past experiences with products is the single most influential factor in our future responses to marketing information about those products. Marketers are constantly trying to gain more insights into this human storage system. This body of previous knowledge and experience makes each of us unique as consumers. Because none of us share exactly the same product memories, no two consumers are likely to respond in exactly the same way to new marketing information.
