Conversation

A sentimental memory is a persistent goal for which the associated desires are illegible to you. You can only let such a memory go when the desires become legible enough to pursue via a simpler mechanism than recreating the remembered experience. Brands are sentimental memories.
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Replying to
I think by 'illegible desire' and 'persistent goal' and 'sentimental memory' you simply mean unconscious habit. Three roots of the word: holding, wearing, and (latterly) addiction. Habits don't stop when they become transparent though: repetition is pleasure.
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