Chapter 8 - Memory and Retrieval Fall 2010 Dr. Caglar Irmak...

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Memory and Retrieval Fall 2010 Dr. Caglar Irmak
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ABILITY MOTIVATION OPPORTUNITY EXPOSURE ATTENTION PERCEPTION ATTITUDE FORMATION & CHANGE CATEGORIZATION/ COMPREHENSION MEMORY & RETRIEVAL Information D E C I S I O N
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Types of Memory 1) Sensory Registry 1) Short term Memory 1) Long term Memory
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Sensory Memory Information that comes in through our senses echoic memory iconic memory Information stored in its sensory from Very short-lived, 1/4 sec. - 2 sec. If not processed, we lose it.
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Short-Term Memory (STM) Portion of memory where incoming Limited capacity Increased for higher involvement Short-lived duration Working memory
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Long Term Memory (LTM) Permanently stored knowledge Autobiographical (episodic) memory Semantic memory Very large storage capacity Information is never lost, but sometimes can’t be found
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STM and Miller’s magic number: 7 +/- 2 What do we remember? Primacy/Recency effects
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This note was uploaded on 02/22/2011 for the course MKTG 351 taught by Professor Ashwani during the Fall '10 term at South Carolina.

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Chapter 8 - Memory and Retrieval Fall 2010 Dr. Caglar Irmak...

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