Last Impressions Also Count

How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.

Last Impressions Also Count

The author(s)

  • Adam Sheridan Ipsos Connect, UK
  • Ornella Godard Ipsos, France
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We’re always told the importance of making a good first impression. Studies in social psychology have found that, on average, we judge someone within the first seven seconds of meeting them.

But, what about last impressions? This report argues that our memories are governed just as much by how an experience ends, as how it begins. Here we explore the question, do last impressions matter for advertising to be easily retrievable in memory and influence brand choice?

The author(s)

  • Adam Sheridan Ipsos Connect, UK
  • Ornella Godard Ipsos, France

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