TM 3-1 Copyright © 1999 Addison Wesley Longman, Inc. Consumer Memory  Short-term memory  Long-term memory  The organization principle of long-term memory.

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Presentation transcript:

TM 3-1 Copyright © 1999 Addison Wesley Longman, Inc. Consumer Memory  Short-term memory  Long-term memory  The organization principle of long-term memory  The encoding-specificity principle of long-term memory  The association principle of long-term memory  Implicit memory

TM 3-2 Copyright © 1999 Addison Wesley Longman, Inc. Human and Computer Memory Short Term Memory Long Term MemoryHard Disk Storage Random Access Memory RAM Recall for Thinking Retrieval for Processing Human Brain Personal Computer

TM 3-3 Copyright © 1999 Addison Wesley Longman, Inc. Human memory is best conceptualized as an information processing system

TM 3-4 Copyright © 1999 Addison Wesley Longman, Inc. Properties of long and short term memory

TM 3-5 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-6 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 slate platinum lead pewter sapphire marble

TM 3-7 Copyright © 1999 Addison Wesley Longman, Inc. Memory Performance 100% 50% 0% Organized List Random List 1234

TM 3-8 Copyright © 1999 Addison Wesley Longman, Inc. The encoding-specificity principle wet retrieval context dry retrieval context Dry Encoding Context Wet Encoding Context 100% 0% Probability of retrieval

TM 3-9 Copyright © 1999 Addison Wesley Longman, Inc. Linking the concept of using office equipment and saving energy

TM 3-10 Copyright © 1999 Addison Wesley Longman, Inc. The association principle: The priming effect Perceived Expensiveness Judgments Moderate Extreme Prime Ambiguous target Moderate Extreme Prime Unambiguous target Inexpensive prime Expensive prime

TM 3-11 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-12 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-13 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-14 Copyright © 1999 Addison Wesley Longman, Inc. McDonalds Worms

TM 3-15 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-16 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-17 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-18 Copyright © 1999 Addison Wesley Longman, Inc. The association principle: Associative inference Evaluations Rumor Rumor plus Rumor plus No Rumor Alone Refutation Associative Control Interference

TM 3-19 Copyright © 1999 Addison Wesley Longman, Inc.

TM 3-20 Copyright © 1999 Addison Wesley Longman, Inc. Implicit Memory  Vicary -“Eat popcorn” “Drink Coke” 1/3000 of a second  Memory as a tool  Sebastian Weisdorf Proportion of Names Judged Famous Famous Nonfamous NewOldNew Full Attention Divided Attention  Source Amnesia

TM 3-21 Copyright © 1999 Addison Wesley Longman, Inc. Implicit memory: Misinterpreting familiarity Proportions of names judged famous Old Names New Names Full Attention Divided Attention

TM 3-22 Copyright © 1999 Addison Wesley Longman, Inc.

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