Question: Properties of ST memory

Answer: 7 +/- 2 of capacity

18 seconds of duration

information lost by rehearsal failure

coding through acoustic (sound related)

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Question: Properties of LT memory

Answer: unlimited capacity

permanent duration

information lost through retrieval failure

coding through semantic (meaning related)

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Question: associative networks

Answer: information is stored in memory in an organized network structure. network is comprised of nodes and links

-nodes: concepts/words

-links: associations between related concepts

repetition strengthens the link

lack of use/strength of association diminishes (becomes less accessible in memory)

role of priming

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Question: methods to study memory

Answer: 1. recognition: mc

2. aided/cued call: prompted (categories)

3. free recall: open ended, essay questions

4. response time: uses node strength (quicker response times indicate more salient memory/association)

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Question: association principle

Answer: how can you get consumers to think about unrelated concepts together?

provide a reference point that anchors the judgement and link it with the target

-assimilation: shift toward reference point

-contrast effects: shift away from reference point

importance of context, providing reference points and priming the right concepts for categorization

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Question: enhancing memory

Answer: 1. chunking: 1800safeauto, HLN, etc

2. rehearsal: engaging jingles and slogans

3. recirculation: repetition and mere exposure

4. elaboration: something that has triggered us to be curious (aflac, sleep # bed)

5. encoding specificity: match the context (encoding context and retrieval context should match so that the info is remembered better - scuba divers)

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Question: implicit memory

Answer: if we divide someone’s attention when they’re learning, it interferes with the encoding process

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Question: implicit memory - source amnesia

Answer: memory loss that makes it impossible to recall the origin of the memory of a given event

occurs when you forget where you learned something but your non-conscious recognizes that you were exposed

frequently use info stored in memory in ways that we can’t readily identify (elmer and bertha, country of origin - clothing brands and italy)

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