In neuroscience, ‘memory’ and ‘forgetting’ are regarded as the same concept. ‘Remember’ presupposes ‘forgetting,’ and ‘remembering’ can lead to ‘forgetting.’ Memory is generally categorized into ‘semantic memory’ and ‘autobiographical memory.’ We do not know when or how we learned that Stockholm is the capital of Sweden. This is referred to as semantic memory, which does not involve an attempt to remember. In contrast, autobiographical memory involves an effort to recall a fact that has been personally experienced. Both types of memory entail forgetting. Semantic memory omits the process of acquiring knowledge, while autobiographical memory strives not to forget. Studying entails the process of retaining or forgetting these two types of memory. When the distinction between them is unclear, we mistakenly presume that others have taken our thoughts and experiences. - Joseph’s “just my thoughts”
One of the most important essentials of business is cognitive dissonance resolution. When researching who watches the Ford Motor Company commercials the most, the results are not potential customers but purchased customers. They want to confirm that their decisions were right or to receive continuous support after their purchases. Because we can never go back to the past, getting confirmation and support from someone makes us easy and comfortable beyond our regrets. So the company's strategy should focus on repurchasing the existing customers, not the new ones. In many business cases, businessmen should avoid assumptions or predictions. We shouldn't run a business depending on our thoughts only. - Joseph's "just my thoughts