This podcast episode interviews Ada Aka, a Stanford GSB professor researching consumer memory and decision-making, focusing on how word choice impacts memorability. The discussion covers research findings on which word types (concrete, emotional, informal) are most memorable, the impact of framing (negative framing is more memorable), and the limitations of predicting memorability. Aka also shares insights from her research on brand slogans and the importance of message coherence and fit with brand personality. Listeners gain practical advice on crafting memorable messages by using emotional language, ensuring message consistency, and employing repetition.
