occurs when information has been stored in the LTM but it cannot be accessed
we cannot access the memory until the correct cue is used
the theory suggests that when we encode a new memory we also store information that occurs around us (external) and within us (internal)
accessing information is dependent upon remembering the retrieval cue under which the information is stored
Tulving
1973
explained this as the encoding specificity principle
recall is hindered if the context of the recall is different to the coding
2 main types
Context dependent failure- when the external setting is different at recall from how it was at coding, e.g. getting fewer marks when sitting a test in a room youre not familiar with to sitting in your classroom
State dependent failure- when forgetting occurs when an individual's internal setting differs to when the information was coded, e.g. recalling information learned when sober while you are drunk
