Deja vu is spatial memory

  Jooyun Kim's 
Spacebranding vol.33

"The atmosphere of space is a platform of customer experience."

<Space is a platform of customer experience>
Professor Bernd Schmitt of Columbia, famous for aesthetic marketing, said, “The sole purpose of marketing is to create a valuable customer experience, and that is a great business. Your customers will appreciate your efforts, become loyal customers of your business, and pay a high price." It emphasizes that planning an experience that attracts consumers' attention and appeals to emotions in a market-driven environment has become the core of business.1)

'Mobi' by Sung Jang ©Jooyun Kim

The spatial atmosphere is a platform of customer experience. Earlier, evolutionary psychology revealed that humans have a special reaction mechanism to the 'space' of their surroundings. The experience of space through the 'body' and the experience in space are powerful memories that cannot be forgotten. If there is nothing scientifically proven that humans have specialness in 'space', isn't it? Is there any special relationship between spatial experience and brain memory?

'Mobi' by Sung Jang ©Jooyun Kim

Many of the "body" and "sense" mentioned in the previous article may sound abstract, but in fact, recent brain scientific discoveries give scientific answers. If humans have a special reaction and memory to ‘space’, how to deal with ‘space’ in the business of creating customer experience is inevitably a core strategy of a company.

<Dejavu is spatial memory, not an illusion>
We all have strange experiences where the first place we have been is as if we have definitely been there before. It is a phenomenon called Deja vu. This phenomenon is called deja vu. The phenomenon of deja vu, called the 'sense of deja vu', is "a phenomenon that feels as if you have seen it before, even though it is an object, landscape, or event that you encounter for the first time." Psychologists have explained the reason for this as a human illusion.

The first thing humans see when they are psychologically and physically tired is that they feel like they have already seen it if the overall image or characteristics match.2) However, we are surprised by the vivid memory of the deja vu phenomenon. Psychologists' explanation of illusion is somewhat lacking.

In 1971, British researcher John O'Keefe discovered that the hippocampus of the brain has neurons that respond specifically to space. Experiments in mice with the most similar biological structure to the human brain revealed that the hippocampus has two location information systems that recognize and remember space.

Image from https://www.quantamagazine.org/brains-positioning-system-linked-to-memory-20141007

First, 'Place Neuron' remembers the specific shape of space. Second, 'Grid Neuron' recognizes the points that connect places and places Nodes and stores time and distance. John Orchid and two scientists who revealed these two types of spatial memory neurons as spatial GPS location systems won the 2014 Nobel Prize in Physiology or Medicine.3)

Through their research, it was confirmed that we humans recognize space and distance in three dimensions and store them as memories in the hippocampus. Certain episodes and events in space are biologically stored in the brain with place information. Deja vu was not an illusion. It's actually recorded in the brain.

Image from https://ibric.org/myboard/print.php?Board=report&id=2254

Let's imagine. I was going somewhere by bus with my mother when I was young. I fell asleep quickly, woke up for a moment, looked out the window, and fell asleep again. I have no memory of that place at all. I didn't play with my mother or meet anyone. There was no situational event, so I don't remember. However, when I woke up briefly and looked out the window, the scene and location of that space were stored in the brain's location information system. Later, when I grow up and go to that place, the memory of the saved space suddenly comes to life. Vividly... that's what was fascinating about deja vu. As such, human spatial experiences are stored as memories in the hippocampus of the brain in a very special way.4)




<5 Summaries>

"The atmosphere of space is a platform of customer experience."

"The sole purpose of marketing is to create a valuable customer experience, and that's the great business."

"Any episode or event in space is biologically stored in the brain with location information."

"There are two location information systems that recognize and remember space in the hippocampus"

"The 'Place Neuron' remembers the specific shape of a space. The 'Grid Neuron' recognizes a place and the nodes connecting it and stores time and distance."


1) Bernd H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press, 1999, pp. 125
2) 네이버 지식백과, from https://terms.naver.com/entry.nhn?docId=1529702&cid=41799&categoryId=41800
3) 차원영소장, "두뇌의 장소뉴런과 그리드뉴런의 새롭게 밝혀진 사실", IT뉴스 from http://www.itnews.or.kr/?p=21415
4) 港千尋(chihiro minato), 記憶―「創造」と「想起」の力, 講談社, 1996, pp. 67
 




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