What are the latest trends and innovations in consumer memory and word of mouth research?

1 Memory cues and triggers

One of the key challenges in consumer memory research is how to measure and enhance the recall and recognition of brands, messages, and experiences. Memory cues and triggers are stimuli that activate stored memories and associations, and they can be visual, auditory, olfactory, tactile, or emotional. Researchers have been exploring how to design and use memory cues and triggers effectively, such as by creating distinctive and consistent brand elements, leveraging nostalgia and emotions, and using multisensory and interactive features.

2 Memory distortion and bias

Another important aspect of consumer memory research is how to account for and prevent memory distortion and bias. Memory distortion and bias are errors or deviations in how consumers remember or report information, and they can be caused by factors such as motivation, attention, interference, priming, framing, or social influence. Researchers have been investigating how to detect and correct memory distortion and bias, such as by using implicit measures, debiasing techniques, or memory-enhancing interventions.

3 WOM drivers and outcomes

WOM is one of the most influential sources of information and persuasion for consumers, and it can have positive or negative effects on brand awareness, reputation, trust, loyalty, and sales. WOM drivers and outcomes are the factors that motivate and affect consumers to share or seek WOM, and they can be personal, situational, or relational. Researchers have been examining how to identify and influence WOM drivers and outcomes, such as by understanding consumer needs, values, and emotions, providing incentives and rewards, or facilitating social connections and communities.

4 WOM platforms and formats

WOM can occur through various platforms and formats, such as face-to-face conversations, online reviews, social media posts, blogs, podcasts, or videos. WOM platforms and formats are the channels and modes that consumers use to communicate or consume WOM, and they can have different characteristics, advantages, and disadvantages. Researchers have been comparing and contrasting WOM platforms and formats, such as by analyzing their reach, credibility, richness, interactivity, or virality.

5 WOM analytics and insights

WOM can generate a large amount of data that can be useful for marketers and researchers to understand consumer behavior and preferences. WOM analytics and insights are the methods and tools that can help collect, process, analyze, and interpret WOM data, and they can provide various benefits, such as by revealing customer segments, sentiments, opinions, feedback, or trends. Researchers have been developing and applying WOM analytics and insights, such as by using text mining, sentiment analysis, topic modeling, network analysis, or machine learning.

6 WOM interventions and strategies

WOM can be influenced and managed by marketers and researchers to achieve desired goals and outcomes. WOM interventions and strategies are the actions and plans that can help stimulate, facilitate, or moderate WOM, and they can involve various elements, such as by creating engaging content, offering incentives or rewards, providing social proof or endorsements, or responding to positive or negative WOM.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?