Proposed the encoding specificity principle and argued that emory is most effective when the information present at the time of coding is also present at the time of retrieval
Such as the lack of external contextual cues – where the environment for learning and recall is different
Lack of internal contextual cues – where the physical state for learning and recall is different e.g. mood
Context dependant failure – occurs when environment cues are missing
State dependant failure – occurs when an individuals emotional state is different when trying to recall information
forgetting is due to an absence of cues, preventing access to long-term
memory cues may be context dependent (to do with the place where information was originally stored) or state dependent (the person's emotional/physical state at the time of encoding)
Retrieval failure:
⚫forgetting is due to the absence of cues/tip-of-the-tongue forgetting
⚫ lack of external contextual cues - where environment for learning and recall is different (eg different room)
