Download - Consumer Memory
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TM 3-TM 3-11Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Consumer Memory
x Short-term memoryx Long-term memory
x The organization principle of long-term
memoryx The encoding-specificity principle of
long-term memory
x The association principle of long-term
memory
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TM 3-TM 3-22Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Human and Computer Memory
Short Term Memory
Long Term Memory Hard Disk Storage
Random Access Memory
RAM
Recall for
ThinkingRetrieval for
Processing
Human Brain Personal Computer
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TM 3-TM 3-33Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Human
memory
is bestconceptualized
as an
information
processingsystem
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TM 3-TM 3-44Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Properties of long
and short term memory
Capacity Duration InformationLoss
Coding
Short termmemory
7 + 2 18 seconds Rehersalfailure
Acoustic(soundrelated)
Long term
memory
unlimited permanent Retrieval
failure
Semantic
(meaningrelated)
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TM 3-TM 3-55Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Consumer Memory
The Organization Principle:Organization is the process of grouping
individual pieces of information into larger
units on the basis of a specific relationship
between pieces.
:The notes went sour because the
bag was ripped.
. Appliances Catalogues
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TM 3-TM 3-66Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Memory Performance
Minerals
Metals Stones
Rare Common Alloys Precious Masonry
gold aluminum steel diamond
limestone
silver copper brass ruby slateplatinum lead pewter sapphire marble
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7/13TM 3-TM 3-77Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Memory Performance
100%
50%
0%
Organized
List
RandomList
1 2 3 4
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8/13TM 3-TM 3-88Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Consumer Memory
The Encoding-Specificity Principle:
Memory is context dependant. Memory
performance is best when the encodingcontext and the retrieval context are similar.
Study vs Test conditions
Library vs classroom
Players pics in all communication vehicles by
Pepsi
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9/13TM 3-TM 3-99Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Linking theconcept of
using office
equipmentand saving
energy
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10/13TM 3-TM 3-1010Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Consumer Memory
The Association Principle:Each concept, idea or piece of information
stored in memory is represented as a Node
and each node connected to other node by
links referred to as associations.
Lite Beer from Miller
tastes great and less filling
Lite taste great -> beer -> alcohol ->
baverage
McDonalds case study
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8/6/2019 Consumer Memory
11/13TM 3-TM 3-1111Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
McDonalds
Worms
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12/13TM 3-TM 3-1212Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
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8/6/2019 Consumer Memory
13/13TM 3-TM 3-1313Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.
Consumer Memory
Memory Performance Measurement:Subliminal Messages (Eat Popcorn Drink
Coke)
Implicit vs Explicit Memory Tasks:
Memory serves as an object of attention Recognition ( MCQs)
Cued recall (fill in the blanks)
free recall (essay questions)
Memory serves as a tool for making
Judgment and Decision