For brands, product developers, and researchers, this phenomenon of memorability isn’t just a literary curiosity. It’s a measurable, actionable property of consumer experience that can determine loyalty, preference, and habit. Why do some flavors or scents linger in memory while others disappear? And more importantly: how can we study and design for memorability?

In their 2025 study published in Nature - Scientific Reports, Maack, Ostrowski, & Rose explore how the human brain encodes and retrieves the sequence order of multisensory information. Specifically, how the order of auditory and visual stimuli affects memory recognition.