Memory

• Long-term memory


  Once transferred, information will supposedly stay here forever if revised. Mainly semantic information. Lasts forever and has potentially unlimited storage. Usually forgotten by retrieval failure.
• Short-term memory


  Activated memory that holds a few items briefly before the information is stored or forgotten. Mainly auditory information. Lasts 15-30 seconds and is limited to 7 +/- 2 chunks. Usually forgotten by decay or displacement.
• Criticism of the Weschler Memory Scale

  Requires training to use and take
• Strength of the Weschler Memory Scale

  Short and easy to do (once you have been trained)
• Purpose of the Weschler Memory Scale

  To diagnose many different memory and mental difficulties
• Age range that can take the Weschler Memory Scale test

  16 - 90 and 11 months
• Criticisms of Braun et al

  There was an age, gender, and culture bias
• Conclusions of Braun et al

  Autobiographical adverts can make consumers more likely to believe that events happened to them as a child, even if those events are impossible (Bugs Bunny at Disney World)
• Results of experiment 2 (Braun et al)


  Autobiographical adverts are more involving for viewers than informational ones
• Results of experiment 1 (Braun et al)


  74% said that the ad caused them to imagine experiences of Disney
• Sample of Braun et al


  107 psychology students from an American university. 64 females, 43 males.
• Hypothesis of experiment 2 (Braun et al)


  If the ad causes imagining of a childhood experience, the consumers will believe that the event happened to them
• Aim of experiment 2 (Braun et al)


  Can false information in an ad make consumers believe it happened to them
• Hypothesis of experiment 1 (Braun et al)


  If the ad is related to the consumer's memory, then elements of the advert may appear as a false memory
• Aim of experiment 1 (Braun et al)

  Can autiobiographical ads can change how consumers remember childhood events
• Study that supports reconstructive memory

  Braun et al (2002)
• Study that supports MSM

  Wilson et al (2008)
• Coping mechanism of CW


  CW's supposed newfound consciousness. He genuinely believed it
• Materials used in Wilson et al

  Neuropsychological tests and MRI scans
• Conditions CW had


  Severe retrograde and anterograde amnesia
• Cause of CW's brain damage

  Herpes Simplex Viral Encephilitis (HSVE)
• Wechsler memory scale


  Measures different memory functions in people and a person's performance is reported as five Index Scores: Auditory Memory, Visual Memory, Visual Working Memory, Immediate Memory, and Delayed Memory.
• Cues


  Adverts that make the viewer associate products with certain feelings. Usually nonverbal cues are used. When you are in a similar situation it may trigger a state cue formed by the advert
• Avoiding overload


  Adverts that attempt to avoid displacement by keeping the information to the bare minimum
• Repetition adverts


  Adverts that repeat the brand or product to build the viewer's familiarity with the brand/product; it increases the chance that it will go into the LTM as the viewer is being forced to revise the product/brand
• Autobiographical advertising


  Adverts that are intended to bring back childhood memories to influence how a viewer feels about the product
• Leading question


  Questions asked in a way that suggest there is a preferred answer
• Distortion


  When a memory differs from what actually happened. Memory can be deliberately altered by changing the wording of a question (Loftus et al 1974)
• Confabulation


  The unintended false recollection of episodic memories. We do this when there are gaps in our memories
• Experience


  Our perceptions and memories are affected by past experiences. When we reconstruct memories from past experiences we mix up details from different events. We are more likely to mix them up if they are similar events
• Schema


  A conceptual framework that interprets information based on past experiences. Acts as a mental shortcut. It allows us to form quick judgements and expectations, but these aren't always right
• Reconstructive memory


  Theorised by Fredrick Barlett (1932). Suggests that memory is not like a computer. Every time we remember something, our brain reconstructs it.
• Criticism of Wilson et Al

  No external validity as there was only 1 participant
• Location of CW's brain damage

  Left, right, and frontal lobes, and the hippocampus
• Semantic processing


  Thinking about the meaning of information
• Advantage of the MSM model

  Easy to follow
• Criticism of the MSM model

  Overemphasises the role of rehearsal. Suggests all information from a certain memory store is stored in one part of the brain
• Elaborate rehearsal


  A memory technique that involves thinking about the meaning of the term to be remembered, as opposed to simply repeating the word to yourself over and over.
• Amnesia


  A condition in which there is a loss or lack of memory. It can be caused by physical or psychological trauma
• Frontal lobe

  The brain's "conscious control centre". Mostly effects LTM. The part of the brain that is associated with reasoning, planning, parts of speech, movement, emotions, and problem solving