1. Memory

2. Bellringer: Write down the company this ad is for.
“Zoom, zoom, zoom”
“Have it your way”
“Eat Fresh”
“Give me a break”
“It’s the cheesiest”
“The San Francisco Treat”
“The Choice for a new generation”
Empire carpet phone number
“Every Kiss Begins with….“
“The quicker picker-upper"
“Can you hear me now?”
“Just do it"
“It's all inside“
"Mmmm, Good.”
“I’m lovin’ it”
"What’s in your wallet?“
"When you care enough to send the very best"

3. Agenda Bell Ringer: Popular Ad Campaigns (10) Lecture: Memory (
Fifty States List
- How did you attempt to remember?
Seven Dwarfs Memory Test

4. Agenda Finish Memory (20) Any Questions for upcoming test? (10)
Memory Experiment in lab (40)
If any time permits, you can work on your paper due at the end of the quarter.

5. Objective(s)
Students will be able to differentiate between the different types of memories and how they are made.

6. TYPES OF MEMORY

7. FlashBulb Vivid memories of an emotional moment or event
OBJECTIVE 6| Explain how encoding imagery aids effortful processing, and describes some memory-enhancing strategies that use visual encoding.

8. Flash Bulb Memories Why do they occur?
Increase in the adrenal hormones triggers release of energy for neural processes activating the amygdala and hippocampus involved with emotional memories.

9. Semantic Factual knowledge
Brain forms multiple links of concepts (more on this soon)
OBJECTIVE 6| Explain how encoding imagery aids effortful processing, and describes some memory-enhancing strategies that use visual encoding.

10. Procedural Memory motor and cognitive skills classical and operant conditioning effects
OBJECTIVE 6| Explain how encoding imagery aids effortful processing, and describes some memory-enhancing strategies that use visual encoding.

11. Episodic Personal events you have experienced.
OBJECTIVE 6| Explain how encoding imagery aids effortful processing, and describes some memory-enhancing strategies that use visual encoding.

12. Eidetic
Photographic memory

13. Stages of Memory

14. Stages of Memory Sequential Process Disk (Storage) Keyboard (Encoding)
Monitor
(Retrieval)
Sequential Process

15. Information Processing
Stages of Memory
Encoding – get info into the brain/memory system
Storage – retain the info
Retrieval – get the info back out

16. 3-Stage Processing Model
Atkinson-Shiffrin

17. Atkinson-Shiffrin

18. Modifications to the Three-Stage Model
1. Some info skips the first two stages and enters LTM automatically.
2. Since we cannot focus on all the sensory info received, we select info that is important to us and actively process it into our working memory.

19. Sensory memory:
external events from our senses and are held just as long as they are perceived.

20. Short-term memory (STM)
Can hold a limited amount of information for about 30 seconds unless processed further.

21. Long-term memory (LTM)
Relatively permanent memory
Implicit: (nondeclarative memory) is LTM for skills and procedures that have been previously learned and does not require conscious thought.
Procedural memory is part of this.
Explicit: (declarative memory) facts, experience we know and can verbalize. (semantic and episodic memory)

22. Can be automatic or require effort.
Encoding
Can be automatic or require effort.

23. Filter Theory Donald Broadbent
Unimportant info is dropped and relevant info is encoded.

24. Encode by Meaning

25. How We Encode: Types of Processing
Parallel processing: Natural mode of processing – contains many pieces of information.
Automatic processing: unconscious encoding about time, space, and frequency

26. Deep processing (Craik & Lockhart): occurs when we attach meaning to the info we want to remember.
Semantic processing: the way we process facts and knowledge
Self-referent processing: relating the info to yourself helps you remember it better

27. Types of Processing
Shallow: don’t remember the details (ex. Crossing the street but not remembering each car going by)
Automatic: unconscious encoding about time, space, frequency. (as you read you remember the story)
Effortful: requires your conscious effort (ex. studying for a test)

28. Rehearsal: Ebbinghaus Studies
Effortful learning usually requires rehearsal or conscious repetition.
Ebbinghaus studied rehearsal by using nonsense syllables: TUVYOFGEKXOZ

30. What Ebbinghaus discovered:
Spacing effect: we learn better in chunks than cramming information.
Next-in-line effect: when put on the spot we have a lesser chance of remembering info around us.
when you are in a circle and must share your name with the group in order, you are less likely to remember the person’s name that was next to you.
Serial position effect: LOCATION OF INFO MATTERS
Primacy effect: better at remembering the 1st items on a list and even better after rehearsal – put into LTM faster
Recency effect: better recall of the last items on a list (still in your working memory)

31. What else Ebbinghaus discovered:
Learning curve: how long it takes to learn something and get it into LTM
Forgetting curve: How long does it take to forget new information.
Savings method: how long does it take to relearn previously learned info.
Overlearning effect: continued practice even after memorizing it, is less likely to be forgotten.

32. Ways to help you remember: Encode by Images

33. Visual Encoding Imagery: mental pictures
Rosy Retrospection: remembering the positives of the bad
Mnemonics: memory tricks when encoding info to help with retrieval.

34. Mnemonics C C Coelenterata
OBJECTIVE 6| Explain how encoding imagery aids effortful processing, and describes some memory-enhancing strategies that use visual encoding.

35. Mnemonic for remembering the planets.
“ My very educated mother just served noodles”
(Mercury, Venus, Earth, Mars, Jupiter, Saturn, Neptune)

36. Mnemonics
Method of Loci: uses association words on a list with visualization of places. (ex. Pairing food with a room in the house to memorize the grocery list)
Peg word: 1st memorize a list and put visuals to help you remember. (association words)

37. Link Method List of Items Newspaper Shaving cream Pen Umbrella . Lamp
Involves forming a mental image of items to be remembered in a way that links them together.

38. Encode by Organization

39. Hierarchy
Complex information broken down into broad concepts and further subdivided into categories and subcategories.

40. Encoding Summarized in a Hierarchy

41. We build mental maps Concepts Prototypes Semantic networks
Example: Dogs
Prototypes
Example: Dachshund
Semantic networks
Example: Dogs = Dachshund= barking= paws
Schemas: gets more complex as you learn more things
Example: Dogs = Dachshunds, Poodles, Labs, etc.

42. Connectism Theory: states that memory is stored throughout the brain in connections between neurons working together to process a memory.

43. Chunking or

44. Chunking Acronyms HOMES = Huron, Ontario, Michigan, Erie, Superior
ROY G. BIV = Red, Orange, Yellow, Green, Blue, Indigo, Violet

45. Short term and Long term memory
Storage
Short term and Long term memory

46. Storage: Retaining Information Short-Term Memory
Experiment by George Miller
Demonstrated that the capacity of STM is long enough to input 7 digits plus or minus 2
Example: Phone number are 7 digits
Area code is easy to remember because it is said apartment from the 7 digit number
Phone number rhythm.

47. Why 7 matters The list of magic sevens Seven wonders of world
Seven seas
Seven deadly sins
Seven primary colors
Seven musical scale notes
Seven days of the week

48. Long-term Memory

49. Memories and the Brain
Memories do not stay in just one part of the brain.
Long-term Potentiation: better communication between the synapse and the neuron = faster communication
Hippocampus: Processes explicit (declarative) Long term memories

50. MRI shows that the Hippocampus…
and left frontal lobe esp. active in encoding new information into memory
Right frontal lobe is more active in retrieval

51. Cerebellum processes implicit (nondeclarative) memories.

52. THALAMUS Encodes sensory memory – Short term memory
STM located in the prefrontal cortex and temporal lobes

53. Anterograde Amnesia
After losing his hippocampus in surgery, patient Henry M. (HM) remembered everything before the operation but cannot make new memories. We call this anterograde amnesia: inability to put new info into explicit memory
Anterograde
Amnesia
(HM)
No New Memories
Memory Intact
Surgery

54. Retrograde Amnesia Is memory loss for a segment of the past.
Usually due to an accident/blow to the head
Causes disruption in LTM

55. Stress Hormones & Memory
Heightened emotions (stress-related or otherwise) make for stronger memories. Continued stress may disrupt memory.
OBJECTIVE 12| Discuss some ways stress hormones can affect memory.

56. Stress and Memory Cortisol – “the stress hormone”
Sustained stress can damage the hippocampus
Heightened emotions make for stronger memories

58. Retrieval

59. Measures of Memory
Recall : retrieval of previously leaned info. Ex. Essay or fill in the blank questions on a test
Recognition: seeing previously learned items (ex. Multiple choice)
Relearning: studying/reviewing

61. Retrieval Cues Priming: activating specific associations in memory
Mnemonic devices
Cramming does not help you!
Distributed practice: study over periods of time instead of cramming
Mood-congruent: recall better when we test in a similar mood that we learned in
Context-Dependent: often easier to recall info in the place where we learned it.

62. Déja Vu
Déja Vu means “I've experienced this before.” Cues from the current situation may unconsciously trigger retrieval of an earlier similar experience.

63. Exit ticket: Get into groups of 4
Play memory
If you win: on a scrap sheet of paper explain any strategies you used that help you remember where the cards were.
If you lose: explain why you couldn’t remember based on what we learned today.

64. Friends and Memory: The States
Can you name all fifty states?
Can you name them in ten minutes?
Can Ross?
Mr. Throckmorton got 46…

65.  Doc, Grumpy, Happy, Sleepy, Bashful, Sneezy, and Dopey,