Behaviour essay: Living memory… neuroscience and events

How exactly do you define what makes an experience shareable or not? Neuroscience can help us to understand how and why content embeds in an audience’s memory, offering a human-centric perspective that can inform and enhance event creation and execution. Research has shown that when placed in stimulating and enriched environments, rats show improved neurogenesis – the process of creating new neuronal cells, which has been linked to memory – compared with rats in non-enriched environments.  Putting this study in the context of live experience design, the more stimulating the environment, the more the audience will be able to recall during episodic memory. Stimulating does not mean chaotic, busy or saturated; it is about creating a feeling of novelty by engaging as many senses as possible.  The importance of narrative Stories are…


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