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memory Flashcards

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1
Q

what are the stages of information processing

A

input -> encoding -> storage -> retrieval -> output

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2
Q

define input

A
  • entering data into memory
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3
Q

define encoding

A

putting data into a format that is recognisable

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4
Q

define storage

A
  • retaining data for later use
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5
Q

define retrieval

A
  • searching for and accessing data
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6
Q

define output

A
  • using the data that has been retrieved
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7
Q

types of forgetting

A

decay, displacement, retrieval failure

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8
Q

what is decay

A
  • when info has not been rehearsed / used enough in memory so it fades away over time
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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
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10
Q

what is retrieval failure

A
  • when info that is still in memory cannot be easily accessed due to a lack of cues
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11
Q

hippocampus function

A

formation of new memories

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12
Q

frontal lobe function

A
  • responsible for logic , reasoning , problem solving , planning & judgement
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13
Q

role of cerebellum

A
  • responsible for learning movements & procedural memory
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14
Q

what are the 2 types of amnesia

A
  • retrograde & anterograde
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15
Q

what is anterograde amnesia

A
  • inability to form new memories after damage
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16
Q

what is retrograde amnesia

A
  • inability to recall memories from the past after damage
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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
Q

what happens in the STM

A
  • 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
Q

what happens in the LTM

A
  • 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
Q

what is the duration in all stores

A

sensory - 2
STM - 15-30
LTM - unlimited

28
Q

what is the capacity for all stores

A

sensory - large but limited
STM - 7+/-2 chunks
LTM - unlimited

29
Q

what is the encoding for all stores

A

sensory - via senses
stm - auditory
ltm - semantic

30
Q

aim of Clive wearing

A
  • report on the case of a man with a rare case of both retrograde & anterograde amnesia
31
Q

sample of CW

A
  • born in the uk in 1938
  • outstanding musician & gifted musical scholar
32
Q

method of CW

A
  • longitudinal case study (21 years)
33
Q

what were the 2 tests used in CW study

A
  • 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
Q

CW : for,s of data collection

A

interviews , brain scans , neurological tests

35
Q

findings of CW

A
  • 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
Q

conclusion of CW study

A
  • brain damage can affect memory & result in anterograde + retrograde amnesia
37
Q

criticisms of CW

A
  • 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
Q

what are cues

A
  • 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
Q

how is repetition used by advertisers? What can repeating a slogan / message do?

A
  • 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
Q

what can overload do & what does it lead to? what should advertisers do to maximize the amounts of consumers buying their product?

A
  • 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
Q

what is autobiographical advertising

A
  • 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

psychology (6 decks)

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