Feeds

Boffin calculates cash value of memories

Brits would rather have the money

  • alert
  • submit to reddit

Security for virtualized datacentres

Some people may consider memories to be priceless, but one British boffin has devised a way to place a precise Sterling value on every reminiscence.

Dr David Lewis, a self-styled "neuromarketing pioneer", has come up with the following formula, which factors in a memory's perceived importance, the kind of memory it is, how vividly you recall it and how many other, related memories you have.

Lewis Memory Formula

Dr Lewis apparently based his sum on "a weighted 'best-fit' mathematical model based on a survey of 2000 UK adults", according to Panasonic, which funded his efforts and is using the equation to help sell its Blu-ray Disc recorders which preserve "family memories" - or at least those committed to HD footage.

Not that Dr Lewis' formula has anything to say on the value of high definition, one way or the other.

When he's not devising complex formulae for Japanese consumer electronics giants, Dr Lewis runs The Mind Lab, an organisation formed "in response to increasing interest, on the part of his clients, in the use of scientific research projects as a route into the media".

Dr Lewis himself "has worked with the majority of the world's foremost Public Relations Consultancies on an extensive range of projects designed to obtain the widest and most positive media coverage for their clients".

The Mind Lab essentially seeks to use neuroscience to provide insights into how company can become more effective at selling you stuff. Portable electroencephalograph kit is use to measure punters' brain activity while shopping and so forth. Companies can use the data to devise ways to make you even keener to hand over your hard-earned for their Blu-ray recorders or whatever.

Incidentally, Dr Lewis is also behind Bo-Tau, a course in "Breath Optimised Transformational Unblocking" a technique that "combines ancient Eastern wisdom with modern Western neuroscience to provide easily mastered procedures that, in as little as seven days, will enable you to remain calmer, more focused and more motivated whatever the situation".

According to the company website, a Bo-Tau learning programme can be yours for £42.50 - rather less than the value of key memories. According to Panasonic, the Lewis Formula puts the value of the average family Christmas at £542, a wedding at £3 million and a first kiss at just under £23,000.

It also noted that 51 per cent of men and over 33 per cent of women would sell off memories for hard cash.

Panasonic has an Excel spreadsheet you can use to calculate the value of your memories, here. ®

Internet Security Threat Report 2014

More from The Register

next story
PEAK APPLE: iOS 8 is least popular Cupertino mobile OS in all of HUMAN HISTORY
'Nerd release' finally staggers past 50 per cent adoption
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Apple spent just ONE DOLLAR beefing up the latest iPad Air 2
New iPads look a lot like the old one. There's a reason for that
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Lawyers mobilise angry mob against Apple over alleged 2011 Macbook Pro crapness
We suffered 'random bouts of graphical distortion' - fanbois
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
Back to the ... drawing board: 'Hoverboard' will disappoint Marty McFly wannabes
Buzzing board (and some future apps) leave a lot to be desired
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
How to simplify SSL certificate management
Simple steps to take control of SSL certificates across the enterprise, and recommendations centralizing certificate management throughout their lifecycle.