Take out a piece of paper
Name the Seven Dwarves
Difficulty of Task
• Was the exercise easy or difficult.
It depends on what factors?
•Whether you like Disney movies
•how long ago you watched the movie
•how loud the people are around you when
you are trying to remember
Memory & Information Processing
Memory = persistence of learning over time. It is our
ability to store and retrieve information.
In order to remember something, we
must:
• Encode (get info into our brain)
• Store (keep the info somewhere safe)
• Retrieve (get the info back out later)
Keyboard
(Encoding)
Disk
(Storage)
Sequential Process
Where Do We Store Info?
Long Term Memory
Short Term Memory
Sensory Memory
Monitor
(Retrieval)
Turn your paper over.
Now pick pick out the seven
dwarves.
Grouchy Gabby Fearful Sleepy
Smiley Jumpy Hopeful Shy
Droopy Dopey Sniffy Wishful
Puffy Dumpy Sneezy Pop
Grumpy Bashful Cheerful Teach
Snorty Nifty Happy Doc Wheezy
Stubby Poopy
Seven Dwarves
Sleepy, Dopey, Grumpy, Sneezy, Happy, Doc and Bashful
Types of Encoding: Semantic
• You have 30 seconds to memorize a 30 digit number. The number is:
042005500704177607110550661225
• Write the digits down in sequence.
Results and Meaning:
4–9 correct is average
10–19 is extraordinary
20–30 is brilliant.
How did you do it? Dates, Phone #’s?, Rhote Memorization. Patterns in
sequence?
-- The number will be remembered by remembering the following
story. In the story, the word can’t and not means ZERO.
In the year 04, no wait 2005, we learned that 50 states joined the United States
with a declaration signed on 07/04/1776. I can’t (0) go to 7/11. I can’t (0)
drive 55 mph. Especially not (0) on route 66, except on 12/25. (Christmas).
(iconic = visual
info)
External
Events
Sensory
Input
Sensory
Memory
(echoic =
auditory info
Function = info is actively worked on
Capacity = 7 +/- 2
Duration = 20 sec; however, can
increase it with maintenance
rehearsal (conscious repetition of info
either to maintain it in consciousness
or to encode it for storage)
Automatic, not attention or interpretation
Function = hold info long enough to be
processed for basic physical
characteristics
Capacity = large
Duration = very brief; (visual info .025sec / auditory info = 3-4sec)
Attention &
Encoding
Short-Term
(WORKING)
Memory
Retrieval
Memory = persistence
of learning over time!
Encoding
Long-Term
Memory
Function = organizes and stores info;
more passive form of storage
Capacity = unlimited
Duration =permanent????
Three Stage Model of Memory
Modifications to the 3 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.
Psych Sims! Storage: Sensory Memory
How do we know it exists? Sperling (1960)
Immediate Recall of All 9 Letters
Only about 44% recall
Cued Recall of Specific Row (tone)
Almost 100% recall
Delayed Recall of Specific Row (tone)
Only about 33% recall
K
Z
R
Q
B
T
S
G F
Iconic Memory Echoic Memory 50 msec display
~ 250 msecs
~ 3-4 seconds
The exposure time for the stimulus is so small that items cannot be rehearsed.
Memory for image fades after 1/3 seconds, making report of entire display hard to do
.
Sensory Memory
Percent Recognized
The longer the delay,
the greater the
memory loss.
80
The duration of sensory
memory varies for the
different senses.
60
Iconic
0.5 sec. long
40
Echoic
3-4 sec. long
Hepatic
< 1 sec. long
20
0.15
0.30
0.50
1.00
Time (Seconds)
11
Storage: Short Term Memory
Percent of Ss who
recalled consonants
Task
STM
100
80
60
40
20
0
Remember CHJ
(no rehearsal)
J
J
J
J
J
J
3
6
9
12
15
18
Time (sec) between presentation
and recall
Limited Time (20 sec, rehearsal)
Limited Capacity (7 ± 2)
Working Memory Model of STM
• Visuospatial sketch pad - holds visual and spatial info
• Phonological loop - holds verbal (semantic) information
• Central executive - coordinates all activities of working
memory; brings new information into working memory
from sensory and long-term memory
Visuospatial
Sketch pad
Central
Executive
Phonological
Loop
Memory Marathon Video Lab
• Take down Key pts on
Encoding Strategies.
• How do they do it?
• How does it work?
• Why does it work?
How Do Encode Information?
Automatic Processing
Encoding
Effortful Processing
Automatic Processing
Unconscious encoding of info
Space: while reading a text, you
automatically encode the place of a
picture on a page
Time: we unintentionally note the
events that take place in a day
Frequency: you effortlessly keep track
of things that happen to you
Effortful Processing
Requires attention and
conscious effort
“New friend’s phone
number”
“Memorizing notes for
exam”
Types of Encoding: Shallow vs. Deep Processing
Shallow
• Processing only superficial
characteristics of a piece of
information
• Visual encoding: encoding of images
– Does a word contain the
letter “e”?
– Does a word contain all
capital letters?
– Was the word in italics?
• Acoustic encoding: sound-based
encoding
– Does a word rhyme with
gum?
• Maintenance rehearsal: simple
repetition
Deep
• Elaborative rehearsal: focus on
meaning of info to encode info into
LTM
– don’t simply repeat items over and
over
– tie item to other info in memory
• Semantic encoding: processing the
meaning of verbal information by
associating it with what we already
know or imagine (Would the word fit
in this sentence?)
• Imagery: using mental pictures to aid
effortful processing
• Organization: break down complex
information into broad concepts and
further subdivide them into categories
and subcategories, such as chunking
and hierarchies
Silly Sentences
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Who won the daily double?
What chugged down the licorice tracks?
Who liked to do difficult crossword puzzles?
Who sang off key?
What blew the papers off the table?
Who hardly ever smiled?
Who slithered down a steep sliding board?
What was sleeping in the sun?
Who strolled along the babbling brook?
Who was flushed with success?
What jumped into the swimming pool?
Who lit a cigarette?
Who got lost in the woods?
Who started a gigantic avalanche?
Who wore lavender leotards?
Who liked to jump rope?
Who had a phobia about scissors?
Who sat under a lilac bush?
Who ate a wormy apple?
Who wore a scarf and mittens?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
the crafty surgeon
The chocolate choochoo train
The captured crook
the cheerful choirboy
the noisy fan
the toothless bathing beauty
the silly snake
the spotted dog
the medieval minstrel
the bearded plumber
the green frog
the marching soldier
the novice camper
the skiing trumpeter
the lanky leprechaun
the plump chef
the longhaired woman
the small child
the distressed teacher
the sweaty gardener
Memory Feats
18
Types of Encoding
19
What Type Of Processing Is Best? (Written Word)
Semantic
Acoustic
Visual
Deep
processing
leads to
better recall
of written
word than
shallow
processing
Types of Encoding: Imagery
Mental pictures (imagery) are a powerful aid to
effortful processing, especially when combined
with semantic encoding.
Both photos: Ho/AP Photo
Showing adverse effects of tanning and smoking
in a picture may be more powerful than simply talking about
it.
21
Types of Encoding: Imagery
Mnemonic techniques use vivid imagery and
organizational devices in aiding memory.
• Peg word method (pg 7) - requires that you
first memorize a jingle (one-bun, two-shoe,
three-tree, four-door, -five-hive, six-sticks,
seven-heaven, eight-gate, nine-swine, tenhen). Without much effort, you will soon be
able to count by peg words with to be
remembered items. Now you are ready to
challenge anyone to give you a grocery list
to remember. Carrots? Imagine them stuck
into a bun.
• http://www.academictips.org/memory/index.
html
Peg Words:
1 – Bun
2 – Shoe
3 – Tree
4 – Door
5 – Hive
6 – Sticks
7 – Heaven
8 – Gate
9 – Wine
10 - Hen
Types of Encoding: Imagery
• Keyword method - think of a
word that sounds like all or part of
the word to be remembered. Then
you create a scenario involving the
associated word and the definition
of the word to be remembered.
• In learning Spanish words, for
example, pato might first be
recoded as an acoustically similar
keyword, pot. Then pot is linked to
the word’s meaning, duck, by
means of an interactive mental
image involving a duck with a pot
on its head.
1 Broca’s area broken
.
directs muscles Imagine breaking a talking
for speech
doll. If it gets broken (Broca),
production
it won’t talk (speech)
anymore.
2 parietal
. lobe
sense of touch
parent
3 hypothalam hypochondr hunger and
. us
iac
thirst
Imagine that a parent
(parietal) is touching his or her
baby’s forehead to feel if the
baby has a temperature.
Imagine hypochondriacs
(hypothalamus) thinking
they’re hungry and thirsty
they’re not!
4 cerebral
. cortex
cereal court judgment
You and a friend have a
dispute over a box of cereal.
So, you go to cereal court
(cerebral cortex) and face a
judge (judgment).
5 amygdala
.
Armageddo aggression and
In the Bible, Armageddon
n
fear
(amygdala) is the final battle
between good and evil. Battles
are full of aggression and
fear.
Types of Encoding: Imagery
• Method of Loci:
Imagine moving
through a familiar
series of locations
– the campus, your house, etc.
• Associate each
place/room with a
visual representation
of the objects to be
remembered
Types of Encoding: 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.
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
25
Types of Encoding: Semantic
• Self-Reference Effect – we have excellent recall for info
we can relate to ourselves. Info deemed relevant to oneself
is more likely to be processed deeply and to be accessible.
• Substitution technique - letters are used to replace
numbers. For example, a T may be substituted for 1, N for
2, M for 3, etc. The letters may then be used to make up
words or sentences. Businesses will sometimes help
potential customers remember their phone number by
using the letters associated with the numbers on the dial to
compose a familiar word. Similarly, words are sometimes
substituted for numbers such that the number of letters in
each word must equal the number for which it is
substituting.
Enhancing Encoding: Rehearsal
• Can boost memory through repetition
• The more time spent learning information,
the more you retain
• Ebbinghaus Experiment
– Day 1 - memorized lists of nonsense
syllables: BAF, HAB, JUV, VEZ,
etc…
• varied number of repetitions
– Day 2 - examined how long it took to
relearn the list studied on Day one
• Spacing Effect: We retain information
better when our rehearsal is distributed
over time. Restudy material for
comprehension.
• Overlearning: amount remembered
depends on the time spent learning.
Famous Jingles
“My bologna has a first name, it's __________”
"I'm loving it" McDonalds
“Um Um Good"
“Rice-a-Roni, the ____ treat!”
800 588 2300 Empire
o-s-c-a-r
Campbells Soup
San Francisco
They’re grrreat!” Frosted Flakes
“What would you do for a _____ bar?" Klondyke
“Let your fingers do the walking.” Yellow Pages
“Don’t leave home without it.”
American Express
Which fast food chain was “Finger Lickin’ Good”? KFC
Which cosmetics giant ends its advertisements with
“Because you’re worth it.”?
L’Oreal