interference eval

• interference eval strength research support

  Supporting research- evidence of interference effects in everyday life which increase the validity of the theory

  Baddeley and Hitch asked rugby players to recall the names of the teams they had played against during a rugby season

  The players all played for the same time interval but the n.o of intervening games varied bc some players missed matches due to injury

  Players who played the most games (most interference for memory) had the poorest recall
• interference eval strength real world application

  Real world application- there is a lot of research on the effects of interference when ppl are exposed to adverts from competing brands within a short space of time

  Danaher et al found that both recall and recognition of an advertiser's message were impaired when participants were exposed to 2 adverts for competing brands within a week

  This is a serious problem considering the amount of money that advertisers spend only to have the effect of their advertisement diluted by interference
• interference eval limitation research is artificial

  Research is artificial

  Despite there being considerable research to support PI and RI, most of this research has been lab-based and often used artificial lists of words

  Thus the findings may not relate to everyday use of memory, which tends not to involve word lists

  Furthermore, participants may lack motivation to remember the lists in such studies and this may allow interference effects to appear stronger than they really are i.e the research has low ecological validity