memory Flashcards
1
Q
what are the stages of information processing
A
input -> encoding -> storage -> retrieval -> output
2
Q
define input
A
- entering data into memory
3
Q
define encoding
A
putting data into a format that is recognisable
4
Q
define storage
A
- retaining data for later use
5
Q
define retrieval
A
- searching for and accessing data
6
Q
define output
A
- using the data that has been retrieved
7
Q
types of forgetting
A
decay, displacement, retrieval failure
8
Q
what is decay
A
- when info has not been rehearsed / used enough in memory so it fades away over time
9
Q
what is displacement
A
- when older info is pushed out by new info because there is not space for it all in storage
10
Q
what is retrieval failure
A
- when info that is still in memory cannot be easily accessed due to a lack of cues
11
Q
hippocampus function
A
formation of new memories
12
Q
frontal lobe function
A
- responsible for logic , reasoning , problem solving , planning & judgement
13
Q
role of cerebellum
A
- responsible for learning movements & procedural memory
14
Q
what are the 2 types of amnesia
A
- retrograde & anterograde
15
Q
what is anterograde amnesia
A
- inability to form new memories after damage
16
Q
what is retrograde amnesia
A
- inability to recall memories from the past after damage
17
Q
what can damage to the frontal lobe result in
A
retrograde amnesia
18
Q
role of cerebellum in anterograde amnesia
A
- damage to cerebellum can prevent learning skills / improving others
19
Q
what part of the brain is anterograde amnesia associated with
A
hippocampus
20
Q
what area of the brain is retrograde amnesia associated with
A
- frontal lobe
21
Q
what is procedural memory
A
- part of LTM that is responsible for knowing how to do things , aka motor skills
22
Q
where is the procedural memory stored
A
- cerebellum
23
Q
process of the MSM
A
- sensory store -> STM -> LTM
24
Q
what happens in the sensory store
A
-input from environment enter the sensory store
- if we do not pay attention to it then the info decays
- if we pay attention to it before it decays, then it is passed to the STM
25
what happens in the STM
- limited capacity of 7+/-2 chunks
- limited cap so older info can be displaced by newer info
- duration of 15-30 secs , after which if it has not been transferred to the LTM it will decay
- if data is rehearsed it will stay longer & with continual rehearsal it will transfer to the LTM
26
what happens in the LTM
- info has potential to stay there forever
- infinite capacity
- data needs to be retrieved back into STM in order to use but this can be difficult to do (retrieval failure)
27
what is the duration in all stores
sensory - 2
STM - 15-30
LTM - unlimited
28
what is the capacity for all stores
sensory - large but limited
STM - 7+/-2 chunks
LTM - unlimited
29
what is the encoding for all stores
sensory - via senses
stm - auditory
ltm - semantic
30
aim of Clive wearing
- report on the case of a man with a rare case of both retrograde & anterograde amnesia
31
sample of CW
- born in the uk in 1938
- outstanding musician & gifted musical scholar
32
method of CW
- longitudinal case study (21 years)
33
what were the 2 tests used in CW study
- neuropsychological tests - tested Clive using IQ tests , tests of verbal fluency etc
- mri scans - given mri scan in 1991 & 15 years later - scans were rated by 3 independent experts
34
CW : for,s of data collection
interviews , brain scans , neurological tests
35
findings of CW
- brain scans showed significant abnormalities - including significant damage to the hippocampus
- suffered from both retrograde & anterograde amnesia as he could not lay down new memories / recall previous ones
- could still talk , read , write , read music & play the piano - suggests procedural memory remained intact
36
conclusion of CW study
- brain damage can affect memory & result in anterograde + retrograde amnesia
37
criticisms of CW
- can’t be generalized -> difficult to make generalizations about effect of brain damage from studying 1 person -> may be that other peoples memories would be affected differently under the same circumstances
- unethical -> repeated testing for 21 years -> may have caused distress -> may have not fully understood to govern informed consent
38
what are cues
- used to create a certain context + feeling when advertising products
- when a consumer is in the same situation / emotional state , then the advertisement will act as a ‘cue’ to trigger their memory of the product
39
how is repetition used by advertisers? What can repeating a slogan / message do?
- used to help build familiarity with their brand
- helps memory of the product stay in the consumer’s LTM & prevents decay
- promotes positive feelings about their product
40
what can overload do & what does it lead to? what should advertisers do to maximize the amounts of consumers buying their product?
- occurs when consumers are exposed to too much information within an ad
- results in key info being displaced out of STM
- keep slogans short
- present info about products in small chunks
41
what is autobiographical advertising
- using images + themes from the past that the audience can associate with their own life experience
- advert aims to trigger positive memories so the audience associates the product with happy feelings -> more likely to buy
