9e ch 08

1
PSYCHOLOGY
(9th Edition)
David G. Myers
PowerPoint Slides
Aneeq Ahmad
Henderson State University
Worth Publishers, © 2010

3
Memory
The Phenomenon of Memory
Studying Memory: Information
Processing Models
Encoding: Getting Information In
 How We Encode
 What We Encode

4
Storage: Retaining
Information
 Sensory Memory
 Working/Short-Term Memory
 Long-Term Memory
 Storing Memories in the Brain

5
Memory
Retrieval: Getting
Information Out
 Retrieval Cues
Forgetting
 Encoding Failure
 Storage Decay
 Retrieval Failure

6
Memory Construction
 Misinformation and Imagination
Effects
 Source Amnesia
 Discerning True and False Memories
 Children’s Eyewitness Recall
 Repressed or Constructed Memories of
Abuse?
Improving Memory

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Memory
Memory is the basis for knowing your friends,
your neighbors, the English language, the
national anthem, and yourself.
If memory was nonexistent, everyone would be
a stranger to you; every language foreign; every
task new; and even you yourself would be a
stranger.

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The Phenomenon of Memory
Memory is any indication that learning has
persisted over time. It is our ability to store and
retrieve information.

9
Studying Memory:
Information Processing Models
Keyboard
(Encoding)
Disk
(Storage)
Monitor
(Retrieval)
Sequential Process

10
Information Processing
The Atkinson-Schiffrin (1968) three-stage model
of memory includes a) sensory memory, b)
short-term memory, and c) long-term memory.
BobDaemmrich/TheImageWorks
BobDaemmrich/TheImageWorks
FrankWartenberg/PicturePress/
Corbis

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Modifications to the Three-Stage
Model
1. Some information skips the first two stages
and enters long-term memory automatically.
2. Since we cannot focus on all the sensory
information received, we select information
that is important to us and actively process it
into our working memory.

12
Working Memory
A newer understanding of short-term memory
that involves conscious, active processing of
incoming auditory and visual-spatial
information, and of information retrieved from
long-term memory

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Encoding: Getting Information In
How We Encode
1. Some information (route to your school) is
automatically processed.
2. However, new or unusual information
(friend’s new cell-phone number) requires
attention and effort.

14
Automatic Processing
We process an enormous amount of
information effortlessly, such as the
following:
1. Space: While reading a textbook, you
automatically encode the place of a picture
on a page.
2. Time: We unintentionally note the events
that take place in a day.
3. Frequency: You effortlessly keep track of
things that happen to you.

15
Effortful Processing
Committing novel
information to memory
requires effort just like
learning a concept from
a textbook. Such
processing leads to
durable and accessible
memories.
SpencerGrant/PhotoEdit
©Bananastock/Alamy

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Rehearsal
Effortful learning
usually requires
rehearsal or conscious
repetition.
Ebbinghaus studied
rehearsal by using
nonsense syllables:
TUV YOF GEK XOZ
Hermann Ebbinghaus
(1850-1909)
http://www.isbn3-540-21358-9.de

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Rehearsal
The more times the
nonsense syllables were
practiced on Day 1,
the fewer repetitions were
required to remember
them on Day 2.

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Memory Effects
1. Spacing Effect: We retain information
better when we rehearse over time.
2. Serial Position Effect: When your
recall is better for first and last items
on a list, but poor for middle items.

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What We Encode
1. Encoding by meaning
2. Encoding by images
3. Encoding by organization

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Encoding Meaning
Processing the meaning of verbal
information by associating it with what
we already know or imagine. Encoding
meaning (semantic encoding) results in
better recognition later than visual or
acoustic encoding.

21
Visual Encoding
Mental pictures (imagery) are a powerful aid to
effortful processing, especially when combined
with semantic encoding.
Showing adverse effects of tanning and smoking
in a picture may be more powerful than simply talking about it.
Bothphotos:Ho/APPhoto

22
Mnemonics
Imagery is at the heart of many memory aids.
Mnemonic techniques use vivid imagery and
organizational devices in aiding memory.

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Break down complex information into broad
concepts and further subdivide them into
categories and subcategories.
Organizing Information for
Encoding
1. Chunking
2. Hierarchies

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Chunking
Organizing items into a familiar, manageable
unit. Try to remember the numbers below.
1-7-7-6-1-4-9-2-1-8-1-2-1-9-4-1
If you are well versed with American history,
chunk the numbers together and see if you
can recall them better. 1776 1492 1812 1941.

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Chunking
Acronyms are another way of chunking
information to remember it.
HOMES = Huron, Ontario, Michigan, Erie, Superior
ROY G. BIV = Red, Orange, Yellow, Green, Blue, Indigo, Violet

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Hierarchy
Complex information broken down into broad
concepts and further subdivided into categories
and subcategories.

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Encoding Summarized in a
Hierarchy

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Storage: Retaining Information
Storage is at the heart of memory. Three
stores of memory are shown below:
Sensory
Memory
Working
Memory
Long-term
Memory
Encoding
RetrievalEncoding
Events
Retrieval

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Sensory Memory
Sensory
Memory
Working
Memory
Long-term
Memory
Encoding
RetrievalEncoding
Events
Retrieval

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Whole Report
The exposure time for the stimulus is so small
that items cannot be rehearsed.
R G T
F M Q
L Z S
50 ms (1/20 second)
“Recall”
R T M Z
(44% recall)
Sperling (1960)

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Partial Report
Low Tone
Medium Tone
High Tone
“Recall”
J R S
(100% recall)
Sperling (1960) argued that sensory memory capacity
was larger than what was originally thought.
50 ms (1/20 second)
S X T
J R S
P K Y

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Time Delay
“Recall”
N _ _
(33% recall)
Time
Delay
50 ms (1/20 second)
A D I
N L V
O G H
Low Tone
Medium Tone
High Tone

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Sensory Memory
The longer the delay, the greater the memory loss.
20
40
60
80
PercentRecognized
0.15 0.30 0.50 1.00
Time (Seconds)

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Sensory Memories
Iconic
0.5 sec. long
Echoic
3-4 sec. long
Hepatic
< 1 sec. long
The duration of sensory memory varies for the
different senses.

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Working Memory
Sensory
Memory
Working
Memory
Long-term
Memory
Encoding
RetrievalEncoding
Events
Retrieval

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Working Memory
Working memory, the new name for short-term
memory, has a limited capacity (7±2) and a short
duration (20 seconds).
Sir George Hamilton observed that he could accurately remember up
to 7 beans thrown on the floor. If there were more beans, he guessed.

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Capacity
You should be able to
recall 7±2 letters.
The Magical Number Seven, Plus or
Minus Two: Some Limits on Our
Capacity for Processing Information
(1956).
George Miller
M U T G I K T L R S Y P
Ready?

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Chunking
F-B-I-T-W-A-C-I-A-I-B-M
The capacity of the working memory may be
increased by “chunking.”
FBI TWA CIA IBM
4 chunks

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Duration
Peterson and Peterson (1959) measured the
duration of working memory by manipulating
rehearsal.
CH??
The duration of the working memory is about
20 sec.
CHJ
MKT
HIJ
547
547
544
541
…

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Long-Term Memory
Sensory
Memory
Working
Memory
Long-term
Memory
Encoding
RetrievalEncoding
Events
Retrieval

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Long-Term Memory
Essentially unlimited capacity store.
The Clark’s nutcracker can locate 6,000 caches of
buried pine seeds during winter and spring.
R.J.Erwin/PhotoResearchers

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Memory Stores
Feature
Sensory
Memory
Working
Memory
LTM
Encoding Copy Phonemic Semantic
Capacity Unlimited 7±2 Chunks Very Large
Duration 0.25 sec. 20 sec. Years

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Storing Memories in the Brain
1. Loftus and Loftus (1980) reviewed previous
research data showing, through brain
stimulation, that memories were etched into
the brain and found that only a handful of
brain stimulated patients reported
flashbacks.
2. Using rats, Lashley (1950) suggested that
even after removing parts of the brain, the
animals retain partial memory of the maze.

46
Synaptic Changes
In Aplysia, Kandel and Schwartz (1982) showed
that serotonin release from neurons increased
after conditioning.
Photo:ScientificAmerican

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Synaptic Changes
Long-Term Potentiation
(LTP) refers to synaptic
enhancement after
learning (Lynch, 2002).
An increase in
neurotransmitter release
or receptors on the
receiving neuron
indicates strengthening
of synapses.
BothPhotos:FromN.Tonietal.,Nature,402,Nov.251999.CourtesyofDominiqueMuller

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Stress Hormones & Memory
Heightened emotions (stress-related or
otherwise) make for stronger memories.
Flashbulb memories are clear memories of
emotionally significant moments or events
ScottBarbour/GettyImages

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Storing Implicit & Explicit Memories
Explicit Memory refers to facts and experiences that one
can consciously know and declare. Implicit memory
involves learning an action while the individual does not
know or declare what she knows.

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Hippocampus
Hippocampus – a neural center in the limbic
system that processes explicit memories.
Weidenfield&Nicolsonarchives

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No New Memories
Anterograde Amnesia
Anterograde
Amnesia
(HM)
Surgery
After losing his hippocampus in surgery, patient
Henry M. (HM) remembered everything before the
operation but cannot make new memories. We call
this anterograde amnesia.
Memory Intact

52
Implicit Memory
HM learned the Tower of Hanoi (game) after his surgery. Each time
he plays it, he is unable to remember the fact that he has already
played the game.
HM is unable to make new memories that are
declarative (explicit), but he can form new
memories that are procedural (implicit).
CBA

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Cerebellum
Cerebellum – a neural center in the hindbrain
that processes implicit memories.

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Retrieval: Getting Information Out
Retrieval refers to getting information out of
the memory store.
Spanky’sYearbookArchive
Spanky’sYearbookArchive

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Measures of Memory
In recognition, the person must identify an item
amongst other choices. (A multiple-choice test
requires recognition.)
1. Name the capital of France.
a. Brussels
b. Rome
c. London
d. Paris

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Measures of Memory
In recall, the person must retrieve information
using effort. (A fill-in-the blank test requires
recall.)
1. The capital of France is ______.

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Measures of Memory
In relearning, the individual shows how much
time (or effort) is saved when learning material
for the second time.
List
Jet
Dagger
Tree
Kite
…
Silk
Frog
Ring
It took 10 trials
to learn this list
List
Jet
Dagger
Tree
Kite
…
Silk
Frog
Ring
It took 5 trials
to learn the list
1 day later
Saving
Original
Trials
Relearning
Trials
Relearning
Trials
10 5
10
50%
X 100
X 100

58
Retrieval Cues
Memories are held in storage by a web of
associations. These associations are like anchors
that help retrieve memory.
Fire Truck
truck
red
fire
heat
smoke
smell
water
hose

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Priming
To retrieve a specific memory from the web of
associations, you must first activate one of the
strands that leads to it. This process is called
priming.

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Context Effects
Scuba divers recall more words underwater if they
learned the list underwater, while they recall more
words on land if they learned that list on land
(Godden & Baddeley, 1975).
FredMcConnaughey/PhotoResearchers

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Déjà Vu
Déjà Vu means “I've experienced this before.”
Cues from the current situation may
unconsciously trigger retrieval of an earlier
similar experience.
©TheNewYorkerCollection,1990.LeoCullumfrom
cartoonbank.com.AllRightsReserved

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Context Effects
After learning to move a mobile by kicking,
infants most strongly respond when retested in
the same context rather than in a different
context (Rovee-Collier, 1993).
CourtesyofCarolynRovee-Collier,
RutgersUniversity

63
Moods and Memories
We usually recall experiences that are consistent
with our current mood (state-dependent
memory). Emotions, or moods, serve as retrieval
cues. Our memories are mood-congruent.
JorgenSchytte/StillPictures

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Forgetting
An inability to retrieve information due to
poor encoding, storage, or retrieval.

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Encoding Failure
We cannot remember what we do not
encode.

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Storage Decay
Poor durability of stored memories leads to
their decay. Ebbinghaus showed this with
his forgetting curve.

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Retaining Spanish
Bahrick (1984) showed a similar pattern of
forgetting and retaining over 50 years.
AndrewHolbrooke/Corbis

68
Retrieval Failure
Although the information is retained in the
memory store, it cannot be accessed.
Tip-of-the-tongue (TOT) is a retrieval failure
phenomenon. Given a cue (What makes blood cells
red?) the subject says the word begins with an H
(hemoglobin).

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Interference
Learning some new information may disrupt
retrieval of other information.

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Retroactive Interference
Sleep prevents retroactive interference. Therefore, it
leads to better recall.

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Motivated Forgetting
Motivated Forgetting:
People unknowingly
revise their memories.
Repression: A defense
mechanism that banishes
anxiety-arousing
thoughts, feelings, and
memories from
consciousness.
Sigmund Freud
CulverPictures

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Why do we forget?
Forgetting can occur at
any memory stage. We
filter, alter, or lose
much information
during these stages.

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Memory Construction
While tapping our memories, we filter or fill in
missing pieces of information to make our
recall more coherent.
Misinformation Effect: Incorporating
misleading information into one's memory of
an event.

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Eyewitnesses reconstruct their memories when
questioned about the event.
Misinformation and Imagination
Effects
Depiction of the actual accident.

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Misinformation
Group A: How fast were the cars going
when they hit each other?
Group B: How fast were the cars going
when they smashed into each
other?

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Memory Construction
A week later they were asked: Was there any
broken glass? Group B (smashed into) reported
more broken glass than Group A (hit).

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Source Amnesia
Source Amnesia: Attributing an event to the
wrong source that we experienced, heard, read,
or imagined (misattribution).

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Children’s eyewitness recall can be unreliable if
leading questions are posed. However, if
cognitive interviews are neutrally worded, the
accuracy of their recall increases. In cases of
sexual abuse, this usually suggests a lower
percentage of abuse.
Children’s Eyewitness Recall

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Are memories of abuse repressed or
constructed?
Many psychotherapists believe that early
childhood sexual abuse results in repressed
memories.
However, other psychologists question such
beliefs and think that such memories may be
constructed.
Memories of Abuse

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Constructed Memories
Loftus’ research shows that if false memories
(lost at the mall or drowned in a lake) are
implanted in individuals, they construct
(fabricate) their memories.
DonShrubshell

81
Consensus on Childhood Abuse
1. Injustice happens.
2. Incest and other sexual abuse happen.
3. People may forget.
4. Recovered memories are commonplace.
5. Recovered memories under hypnosis or drugs are
unreliable.
6. Memories of things happening before 3 years of age
are unreliable.
7. Memories, whether real or false, are emotionally
upsetting.
Leading psychological associations of the world agree
on the following concerning childhood sexual abuse:

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Improving Memory
1. Study repeatedly to boost long-term recall.
2. Spend more time rehearsing or actively
thinking about the material.
3. Make material personally meaningful.
4. Use mnemonic devices:
 associate with peg words — something already
stored
 make up a story
 chunk — acronyms

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Improving Memory
5. Activate retrieval cues — mentally recreate
the situation and mood.
6. Recall events while they are fresh — before
you encounter misinformation.
7. Minimize interference:
1. Test your own knowledge.
2. Rehearse and then determine what you do not
yet know.
©LWA-DannTardiff/Corbis

9e ch 08

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