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TM 3-TM 3-11Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Memory

x Short-term memoryx Long-term memory

x The organization principle of long-term

memoryx The encoding-specificity principle of

long-term memory

x The association principle of long-term

memory

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TM 3-TM 3-22Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Human and Computer Memory

Short Term Memory

Long Term Memory Hard Disk Storage

Random Access Memory

RAM

Recall for

ThinkingRetrieval for

Processing

Human Brain Personal Computer

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TM 3-TM 3-33Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Human

memory

is bestconceptualized

as an

information

processingsystem

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TM 3-TM 3-44Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Properties of long

and short term memory

Capacity Duration InformationLoss

Coding

Short termmemory

7 + 2 18 seconds Rehersalfailure

Acoustic(soundrelated)

Long term

memory

unlimited permanent Retrieval

failure

Semantic

(meaningrelated)

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TM 3-TM 3-55Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Memory

The Organization Principle:Organization is the process of grouping

individual pieces of information into larger

units on the basis of a specific relationship

between pieces.

:The notes went sour because the

bag was ripped.

. Appliances Catalogues

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TM 3-TM 3-66Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Memory Performance

Minerals

Metals Stones

Rare Common Alloys Precious Masonry

gold aluminum steel diamond

limestone

silver copper brass ruby slateplatinum lead pewter sapphire marble

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7/13TM 3-TM 3-77Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Memory Performance

100%

50%

0%

Organized

List

RandomList

1 2 3 4

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8/13TM 3-TM 3-88Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Memory

The Encoding-Specificity Principle:

Memory is context dependant. Memory

performance is best when the encodingcontext and the retrieval context are similar.

Study vs Test conditions

Library vs classroom

Players pics in all communication vehicles by

Pepsi

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9/13TM 3-TM 3-99Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Linking theconcept of

using office

equipmentand saving

energy

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10/13TM 3-TM 3-1010Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Memory

The Association Principle:Each concept, idea or piece of information

stored in memory is represented as a Node

and each node connected to other node by

links referred to as associations.

Lite Beer from Miller

tastes great and less filling

Lite taste great -> beer -> alcohol ->

baverage

McDonalds case study

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11/13TM 3-TM 3-1111Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

McDonalds

Worms

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12/13TM 3-TM 3-1212Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

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13/13TM 3-TM 3-1313Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Memory

Memory Performance Measurement:Subliminal Messages (Eat Popcorn Drink

Coke)

Implicit vs Explicit Memory Tasks:

Memory serves as an object of attention Recognition ( MCQs)

Cued recall (fill in the blanks)

free recall (essay questions)

Memory serves as a tool for making

Judgment and Decision