memory Flashcards
what are the stages of information processing
input -> encoding -> storage -> retrieval -> output
define input
- entering data into memory
define encoding
putting data into a format that is recognisable
define storage
- retaining data for later use
define retrieval
- searching for and accessing data
define output
- using the data that has been retrieved
types of forgetting
decay, displacement, retrieval failure
what is decay
- when info has not been rehearsed / used enough in memory so it fades away over time
what is displacement
- when older info is pushed out by new info because there is not space for it all in storage
what is retrieval failure
- when info that is still in memory cannot be easily accessed due to a lack of cues
hippocampus function
formation of new memories
frontal lobe function
- responsible for logic , reasoning , problem solving , planning & judgement
role of cerebellum
- responsible for learning movements & procedural memory
what are the 2 types of amnesia
- retrograde & anterograde
what is anterograde amnesia
- inability to form new memories after damage
what is retrograde amnesia
- inability to recall memories from the past after damage
what can damage to the frontal lobe result in
retrograde amnesia
role of cerebellum in anterograde amnesia
- damage to cerebellum can prevent learning skills / improving others
what part of the brain is anterograde amnesia associated with
hippocampus
what area of the brain is retrograde amnesia associated with
- frontal lobe
what is procedural memory
- part of LTM that is responsible for knowing how to do things , aka motor skills
where is the procedural memory stored
- cerebellum
process of the MSM
- sensory store -> STM -> LTM
what happens in the sensory store
-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
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
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)
what is the duration in all stores
sensory - 2
STM - 15-30
LTM - unlimited
what is the capacity for all stores
sensory - large but limited
STM - 7+/-2 chunks
LTM - unlimited
what is the encoding for all stores
sensory - via senses
stm - auditory
ltm - semantic
aim of Clive wearing
- report on the case of a man with a rare case of both retrograde & anterograde amnesia
sample of CW
- born in the uk in 1938
- outstanding musician & gifted musical scholar
method of CW
- longitudinal case study (21 years)
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
CW : for,s of data collection
interviews , brain scans , neurological tests
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
conclusion of CW study
- brain damage can affect memory & result in anterograde + retrograde amnesia
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
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
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
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
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
