ABSTRACT
For the shopper, the reverse of change is true with the position an engram holds in the mind; the shopper seeks something stable in the subconscious mind on which to hang everything related to the product or service the core of an engram. As additional knowledge or experience is acquired relating to the product or service, it is attached in the mind to build the engram. The value of the engram to the individual is not necessarily related to any cost of the service or product or its delivery. It may relate to location or the proximity or availability of products or services. The subconscious mind of the shopper will hang everything that features the core element and build the engram in the mind. As a retailer one's organisation should place the manager at the outlet or shop or website as overall responsible for anything that is customer facing.
