Brown and Kulik (1977)

Question 1

Aim

Answer 1

To investigate the behavioural variables that create flashbulb memories; including degree of suprise, consequentiality and subsequent elaboration of such memories.

Question 2

Method

Answer 2

• Researchers asked 40 black and 40 white American male participants fill out a questionnaire .
• Consequentiality was assessed with reference to ethnic background.
• Consequentiality was measured on a 5 point scale where 5 was ‘very consequential to me’.
• The criteria for flashbulb memories were described to participants, defied as recallign their personal circumstances upon hearing the news. Participants answered yes or no and the data was coded.
• Participants who recalled their circumstances while hearing the news were then required to write free recall of their circumstances.
• the length of their response was measured. Their responses were coded.
• Participants were asked to recall circumstances where they had learned of shocking events.
• They were able to recall memory on 10 events.
• 9/10 were assassinations or attempted assassinations.
• They were also asked how much time they rehearsed the events: overtly (discussion with others) or covertly (private rehearsal/rumination).

Question 3

Findings

Answer 3

• 1963 John F Kennedy assassination led to the most flashbulb memories- almost all participants (black and white) reported flashbulb memories of JFK.
• 75% of black participants reported flashbulb memories of Martin Luther King compared to 33% of white participants.

Question 4

Conclusion

Answer 4

• Concluded that qualitative and quantitative results provide evidence for ‘now print’ theory.
• Flashbulb memories reported consistently included content of circumstances in which participants heard consequential/surprising news.

Question 5

Strengths

Answer 5

• Led to large amount of further research.
• Qualitative and quantitative data collected.
• Replicable.

Question 6

Limitations

Answer 6

• Memories themselves cannot be measured, only accounts,
• No cause and effect established.
• Retrospective (reliant on self-reporting).
• Level of emotion cannot be measured or verified.
• Cannot measure role of rehearsal in memory creation.
• Social desirability may have occurred, along with sampling bias.