Repetition: Why is it important?

Whether learning a rhyme or executing a well planned marketing promotional plan, repetition is what makes it successful. Ever wondered why is that it is difficult (in general) to memorize things without repeating?

Just remember how our moms used to teach us when we were children, yes, through repetition. If we did some mistake in out worksheets, our teachers used to make us write it for number of times (repetition). Before going for a presentation, we repeat to ourselves many times, that we want to present, in a sequence. Now, let us see why repetition is important.

To understand this, we need to understand that we live in a conscious as well as a subconscious state at the same time. Our actions are controlled by our subconscious mind based upon the information stored in it and the information that enters our subconscious mind is through our conscious mind (through 5 senses). Our conscious mind receives and processes the information that enters through 5 senses (touch, see, feel, taste and smell) and the result (processed information) is then stored as it is in our subconscious mind, which decides the action of our body.

Our subconscious needs repetitive feeds to memorize the information. If the information enters our subconscious is in the same pattern repeatedly, we store it and thus creates a memory. Memory is weak if the information entering our subconscious is non-repetitive or the repetition looses its pattern of processed information. Information registration becomes easy and long lasting if information enters the mind from more channels (like just listening or seeing). This is the reason why companies have come up with ‘Product Experience Stops’, where the customer can not only see the product but also feel, taste, hear and smell, all at the same time to register the brand in a strong way into our subconscious. The focus of our conscious mind plays a crucial role at the time of receiving the information. While processing the information, if it can relate the processed information with our previously stored information or feeling then the memory is strong and lasts for a long time. Repetition, however makes it easy to register the information more effectively.

This is the reason advertisements are designed in an interesting way so that the viewer should view it repeatedly, thus registering the brand And remember, all purchase decisions are made at our subconscious level and the only way to tap the subconscious is through repetition.


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