Memory%202008S - – Conditioning – Procedural Knowledge...

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Memory Caleb Warren Fall 2008
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Are memories “stored”? How is it possible to remember something that’s never been “stored”? Memory is constructive Pattern completion/pattern overlap Accessibility
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What is memory? Cumulative effect of past experience Everything not inherited The result of learning Not just “episodic” memories general knowledge and facts habits and skills conditioned reactions
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What increases memory? Repetition Attention Impact/Emotion Elaboration Chunking
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Forgetting Decay Interference Poor encoding/never encoded
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Retrieval What general factors influence retrieval? What specific marketing tactics can facilitate retrieval?
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Declarative/Nondeclarative Memory Declarative memory Episodic (autobiographical) Semantic Nondeclarative memory
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Unformatted text preview: – Conditioning – Procedural Knowledge – Priming Measuring Memory • Recall – Free recall – Cued recall • Recognition • Implicit or indirect measures – e.g. “What coffee brands come most easily to mind?” – e.g. Fill in the blank: CO_ _ Big points • Memories are constructed not “retrieved” • Memory is associative • Memory influenced by recency and frequency • Most memory is not “episodic” Next Class • Special digression on humor • Everyone send me a link to or a copy of one advertisement (can be print, broadcast, or web-based) that you think is funny • Think about why some things are funny and why some aren’t • Read section on humor on pages 163 -165 in textbook...
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