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Cognition: Memory
The persistence of learning over time
through the storage and retrieval of
information.
AP EXAM
Cognition (8–10%)
In this unit students learn how humans convert sensory input into kinds of
information. They examine how humans learn, remember, and retrieve information.
This part of the course also addresses problem solving, language, and creativity.
AP students in psychology should be able to do the following:
• Compare and contrast various cognitive processes:
— effortful versus automatic processing;
— deep versus shallow processing;
— focused versus divided attention.
• Describe and differentiate psychological and physiological systems of memory
(e.g., short-term memory, procedural memory).
• Outline the principles that underlie effective encoding, storage, and construction
of memories.
• Describe strategies for memory improvement.
• Synthesize how biological, cognitive, and cultural factors converge to facilitate
acquisition, development, and use of language.
• Identify problem-solving strategies as well as factors that influence their
effectiveness.
• List the characteristics of creative thought and creative thinkers.
• Identify key contributors in cognitive psychology (e.g., Noam Chomsky, Hermann Ebbinghaus,
Wolfgang Köhler, Elizabeth Loftus, George A. Miller).
Memory
• Memory: A system that encodes, stores and
retrieves information.
•While we are
learning more about
memory every day,
psychologists still
are unsure exactly
what parts of the
brain are involved
and where it is all
stored.
Synaptic Changes and Storage
• One physical change in the brain during memory storage is in
the synapses.
• Memories begin as impulses whizzing through the brain
circuits, leaving a semi-permanent trace.
– Long-term potentiation (LTP) - The more a memory is utilized,
the more potential strength that neuron has.
• Neural basis for learning and remembering associations
This stuff gets super
complicated…keep it
simple for now
Strengthening LTP
• Research suggests that the best way to remember things is to
study them and then sleep!
• Once LTP has occurred, even passing an electrical current
through the brain will not erase well stored memories.
– More recent memories will be wiped out
• People who have a concussion and cannot remember
what happened just before or after the injury have not
had a chance to “consolidate” their memories to the
long-term
Parts of the brain used in memory
• Two parts of the brain
psychologists know for sure are
involved in memory are the
hippocampus and the amygdala.
• The amygdala seems to play a role
in strengthening memories that
have strong emotional
connections.
Information-Processing Model
• According to the information-processing model, the human brain
takes essentially meaningless information and turns it into
meaningful patterns.
• 3 Parts of Memory:
• Encoding – getting information into our brain
• Storage – retain that information
• Retrieval – get the information back out
3 Basic parts: Encoding
• Encoding: experiencing and processing stimuli
from the world
Encoding
Effortful
Automatic
Encoding
failure
Storing Memories - Encoding
Effortful Processing
• done actively, “with
effort”, on purpose
• Studying for a test
• Completing AP Psych
reading assignment
• Drilling with AP Psych
flashcards
Automatic Processing
• done passively, “without
effort”, by “accident”
• Remembering what you
ate for breakfast this
morning
• Remembering the score
of sporting event
• Remembering who you
first spoke to today
The Ways we can encode…
• Visual Encoding: the
encoding of picture
images.
• Acoustic Encoding: the
encoding of sound,
especially the sounds of
words.
• Semantic Encoding: the
encoding of meaning.
Encoding Exercise
Encoding
The more time we spend learning novel information, the
more we remember.
Time in
minutes
taken to
relearn
list on
day 2
20
15
10
Using 16 unrelated 3
letter sequences
5
0
8
16
24
32
42
53
Number of repetitions of list on day 1
64
Encoding-Levels of Processing
Processing a word by its meaning
(semantic encoding) produces better
recognition of it at a later time.
3 Basic Parts: Storage
• Storage: the retention of encoding material
over time.
– In terms of storing material, we have three stages
of memory
– Sensory Memory
– Working Memory (short-term memory)
– Long-term Memory
• A good example of this approach is Atkinson & Shiffrin’s MultiStore Model of working Memory
3 Basic Parts: Retrieval
• Retrieval: The locating and recovering of
information from memory.
– While some memories return to us in a split
second, other seemed to be hidden deeper, and
still others are never “recovered” correctly.
3 Box Model
3 Stages of Memory
• We encode information and store it in one of three types of
memory, depending on what we need the information for.
• Our memory works like an assembly line, and before information
can make it to our long-term memory, it must first pass through
sensory memory and working memory.
Sensory input
External
events
Attention to important
or novel information
1) Sensory
memory
Encoding
& Storage
2) Short-term
memory
Encoding
3) Long-term
memory
Retrieving
Stage 1: Sensory Memory
• Sensory memory – very brief memory storage
immediately following initial stimulation
• Consists of virtually everything that you see, touch, smell,
etc…but lost within a second if you don’t pay attention to
it
• This is our sorting system so that your mind can figure
out was is important and DUMP all the rest
• Iconic memory was demonstrated in Sperling’s classic
experiment, and lasts about 1/3 second
• Echoic memory – signaled by sound…last up to 3 seconds
• Iconic and echoic memory systems may allow us to
experience the world as a continuous stream
George Sperling’s Test
K
Z
R
Q
B
T
S
G
N
• George Sperling flashed a group of
letters (see left) for 1/20 of a second.
People could recall only about half of
the letters
• When he signaled to recall a
particular row immediately after the
letters disappeared with a specific
tone, they could do so with nearperfect accuracy.
Eidetic imagery
• Eidetic imagery is a technical term for a photographic memory.
• Eidetic imagery can recall a memory in minute detail and
portray the most interesting and meaningful parts most
accurately.
• These images can last as short as a brief moment, or as long as
days.
• Eidetic imagery tends to be more common in children, and
seems to decline as a person’s language abilities increase
Sensory Memory
• Not all sensory memory consists of images, each sensory
receptor has its own sensory register.
• Also, sensory images have no meaning associated with them,
that is the job of the next stage, working memory.
Visual Stimulation-iconic memory
Auditory Stimulation-echoic memory
Tactile Stimulation-tactile sensory memory
Olfactory Stimulation-olfactory memory
Gustatory Stimulation-gustatory memory
Working
Memory
Long Term
Memory
Stage 2: Working Memory
• Short-Term Memory
– limited in duration and capacity
– George Miller’s “magical” number 7 +/- 2
– Generally last less than 30 seconds
– activated memory that holds a few items briefly
– e.g., the seven digits of a phone number while dialing, before the
information is stored or forgotten
--Short term storage (lost after 18 seconds)
--Short term memory transferred/consolidated into long term
memory
– Anything in your conscious mind is being held in your short term
memory
Baddley’s Three Systems of Working Memory
•
Central Executive: Drives the whole system (e.g. the boss of working memory) and allocates data to the
subsystems (VSS & PL).
–
–
Controls our attention and coordinates working memory for a specific task.
It also deals with cognitive tasks such as mental arithmetic and problem solving.
•
Visuo-spatial sketchpad: (inner eye): Stores and processes information in a visual or spatial form. The VSS is
used for navigation
•
Phonological loop: stores and utilizes semantic (word) information. The phonological loop is the part of
working memory that deals with spoken and written material. It can be used to remember a phone number. It
consists of two parts
o Phonological Store (inner ear) – Linked to speech perception Holds information in speech-based form (i.e.
spoken words) for 1-2 seconds.
o Articulatory control process (inner voice) – Linked to speech production. Used to rehearse and store verbal
information from the phonological store
Working memory/ STM
• Working memory is subject to two limitations:
limited capacity and short duration.
• We do have coping mechanisms, however:
•
•
•
•
Chunking
Rehearsal
Mnemonics
Peg-word system
Ways to Help Short Term Memory
• Chunking – the process
of grouping items to
make them easier to
remember
– Example: use of acronyms
• HOMES-Huron, Ontario,
Michigan, Erie, Superior
Remember as many of the
following numbers as you can:
• 1776198514922004
•1776198514922004
Remember as many of the
following letters as you can:
• XIBMSATMTVPHDX
•X IBM SAT MTV PHD X
Maintenance Rehearsal
• This is a process where information is repeated to keep it
from fading while in working memory.
– This process does not involve active elaboration-assigning
meaning to the information.
Levels of Processing (Craik and Lockhart, 1972)
• In working memory, information can be elaborated on, or
connected with long term memories.
– The Levels-of-processing theory -The idea that the way
information is encoded affects how well it is remembered. The
deeper the level of processing, the easier the information is to
recall
– Deep vs Shallow Processing
Working memory: Location
• While the location in the brain of all three stages of
memory are still not fully understood, the likely location
for the working memory is in the frontal cortex.
Long Term Memory (LTM)
• No limit to the duration or capacity of the long term
memory.
• Long term memory is essentially all of your knowledge of
yourself and the world around you. Unless an injury or
illness occurs, this memory is limitless.
• ENGRAM
– Biological basis for long-term memory. It is also known as the
memory trace
Stage 3: Long-Term Memory
• Think of your favorite movie. Now…think about the
story.
• Your mind will have “dropped” all unimportant
parts of the movie, but the important stuff will have
been preserved in your long term memory.
• After a long time your memories of the movie will
become less accessible, but if you sit down to watch
the movie again you can anticipate what will
happen.
Types of Long-Term Memory
• Semantic Memory – knowledge of language,
facts, and general knowledge
• Episodic Memory – remembering the events
of one’s life
• Procedural memory – permanent storage of
learned skills that does not require
conscious recollection
Structure and Function of LTM
Long Term Memory
Declarative Memory
Procedural Memory
(Explicitly Memory)
(Implicit Memory)
(knowing what: requires more
conscious effort)
Semantic Memory:
-language
-Facts
-General Knowledge
(knowing how)
Includes:
Episodic Memory
-Motor skills
-Events (time & place)
Muscle memory—throwing a ball
-Personal Experiences
-Operant Conditioning
-Classical Conditioning
Studies: Implicit vs. Explicit
• People with amnesia who read a story once, will read it faster
a second time, showing implicit memory.
– There is no explicit memory though as they cannot recall having seen
the text before
• People with Alzheimer's who are repeatedly shown the word
perfume will not recall having seen it.
– If asked the first word that comes to mind in response to the letters
per, they say perfume readily displaying learning.
• General rule: A memory is implicit if it can affect behavior or
mental processes without becoming fully conscious. Explicit
memories always involve consciousness.
Flashbulb Memory
• Of all our forms of memory, a few are exceptionally clear and
vivid memories.
– These tend to be memories of highly emotional events. Typically
people remember exactly where they were when the event
happened, what they were doing and the emotions they felt.
– JFK’s Assassination
– Ex. 9/11
Retrieval (LTM)
• Retrieval depends on both implicit & explicit memory
• Retrieval clues
– search terms we use to activate memory—think of a Google
search. The more specific you are, the better the results will
be.
– Some memories are easily remembered, while others are
much harder to bring up.
• For example, if you draw a blank on a test, it may be a result of the wording on the test
not being the same as the wording you used while studying.
Take out a piece of paper…..
• Name the seven
dwarves…..
Now name them…..
Was it easy or hard?
• It depends on several
things….
• If you like Disney
movies?
• When was the last time
you have seen the
movie?
• Are people around you
being loud so you
cannot concentrate?
Contextual Memory
• Mood Congruent Memory
the tendency to recall
experiences that are
consistent with one's
current good or bad mood
– Depressed people tend to
remember bad childhoods
better
– Laughing with friends causes
you to remember other funny
events
• State Dependent Memory
we remember things better
when in the same “state”
that we learnt it
Retrieval: State Dependence
Percentage of
words recalled
40
30
20
10
0
Water/
land
Land/
water
Different contexts for
hearing and recall
Water/
water
Land/
land
Same contexts for
hearing and recall
Primacy-Resentcy Effect
• Serial Positioning Effects –
the tendency for recall to
be affected by the order of
encoding
– Primacy Effect –more likely
to recall items at the
beginning of a list
– Recency Effect – likely to
recall items at the end of a
list
– What else influenced your
ability to recall?
Serial Positioning Effect
• Our tendency to recall best the
last and first items in a list.
Presidents
Recalled
If we graph an average person remembers presidential listit would probably look something like this.
Encoding: Serial Position Effect
Percent
of
words
recalled
90
80
Serial Position
Effect--tendency
to recall best the
last items in a list
70
60
50
40
30
20
Immediate recall
10
0
Later recall
1
2
3
4 5 6 7 8
Position of
word in list
9
10 11 12
The Spacing Effect
• distributed study or practice yields better
long term retention
• cramming is minimally effective
 What, then, would be good strategies for
preparing for AP Psych tests?
 For the AP Exam in the spring?
Other factors affecting retrieval
• Encoding specificity principal: the more closely the retrieval
clues match way the information was encoded, the better the
information will be remembered.
• Think Google search
• Mood-congruent memory: a theory which says we tend to
selectively remember memories that match (are congruent
with) our current mood.
• Has an affect on how people are treated for medical
conditions
RECALL AND RECOGNITION
• Memories can be cued in two ways:
– Recall: a retrieval method in which one must reproduce
previously presented material.
– Ex. Essay test; police sketch of a suspect
– Recognition: a retrieval method in which one must
identify information that is provided, which has previously
been presented.
– Ex. Multiple choice test; police line-up
– Let’s test our Recall & Recognition
Memory Construction
• Elizabeth Loftus
• Memories are not always what
they seem
• Misinformation Effect –
incorporating misleading
information into one’s memory
of an event
Misinformation effect
Depiction of actual accident
 Eyewitnesses
reconstruct
memories when
questioned
Leading question:
“About how fast were the cars
going when they smashed into
each other?”
Memory
construction
Repressed Memories
• During the 1990s, the idea of
repressing painful memories
became a big topic.
– While some psychoanalysts still
support the idea of repressed
memories, most psychologists agree
that events that are traumatic are
typically etched on the mind as vivid,
persistent, haunting memories.
– Loftus Ted Talks Video:
– https://www.youtube.com/watch?v=PB2OegI6wvI
Memory Construction
• People fill in memory gaps with plausible guesses and
assumptions
• Imagining events can create false memories
• Children's eyewitness recall
– Child sexual abuse does occur
– Some innocent people suffer false accusations
– Some guilty cast doubt on true testimony
Memory Construction
• Memories of Abuse
– Repressed or Constructed?
• Child sexual abuse does occur
• Some adults do actually forget such episodes
• False Memory Syndrome
– condition in which a person’s identity and
relationships center around a false but strongly
believed memory of traumatic experience
– sometimes induced by well-meaning therapists
Forgetting – Encoding Failure
Forgetting - Storage Decay
• Even after encoding something well,
we sometimes forget it.
• Herman Ebbinghaus’ experiments
with non-sense syllables
– Showed the memory fades quickly,
but then the speed at which it fades
levels out.
Forgetting – Retrieval Failure
• Retroactive
Interference: new
information blocks
out old information
• Proactive
Interference: old
information blocks
out new information
Getting a new bus
number and
forgetting old bus
number.
Calling your new
girlfriend by old
girlfriend’s name.
Two Types of Amnesia
• Retrograde Amnesia: Unable to recall events that occurred before
the development of amnesia.
– Video http://www.youtube.com/watch?v=hNPv247yyas
• Anterograde Amnesia: Loss of the ability to create new memories
after the event that caused the amnesia
– Video http://www.youtube.com/watch?v=Jk7WuvNKe_g
NOTE: As memories form, neurotransmitters collect at the synapses, (before absolute
threshold is crossed). These are called memory traces. A sharp blow to the head, or electric
shock can prevent these traces from consolidating, making it hard to recall that information.
Types of Amnesia and Forgetting
Can you have both Anterograde & Retrograde Amnesia?
Clive Wearing: http://www.youtube.com/watch?v=Vwigmktix2Y
Forgetting
• As you know, not all the information you learn
will stick in your brain.
• According to Daniel Schacter, this is the result
of one of the “seven sins of memory:”
– Transience
– Absent-mindedness
– Blocking
– Misattribution
– Suggestibility
– Bias
– Persistence
1) Transience
• Transience: the impermanence of long-term memoriesbased on the idea that memories gradually fade in strength
over time-also known as “decay theory.”
• Ebbinghaus’s Forgetting Curve
For most memories, there is a sharp decline in memory, followed
by declining rate of loss
2) Absent-mindedness
• Absent-mindedness: forgetting caused by
lapses in attention.
• Ex. Forgetting where you parked; losing your keys
3) Blocking
• Blocking: forgetting when a memory cannot
be retrieved because of interference.
– Proactive Interference: When an old memory
disrupts the learning and remembering of a new
memory.
– Ex. Trying to put the dishes away at a new house
– Retroactive Memory: When a new memory blocks
the retrieval of an old memory.
– Ex. Driving an automatic after driving a manual
4) Misattribution
• Misattribution: Memory faults that occur
when memories are retrieved, but are
associated with the wrong time, place or
person.
– Ex. Psychologist Donald Thompson accused of rape. Alibi was
airtight as he was giving a TV interview the victim had been
watching just prior to the assault.
5) Suggestibility
• Suggestibility: The process of memory
distortion as the result of deliberate or
inadvertent suggestion.
» Eyewitness accounts are one a large part of our
legal system. Unfortunately they can be incredibly
faulty.
» With the misinformation effect, memories can be
embellished or even created by cues and
suggestions.
» Eyewitness False memory video
6) Bias
• Bias: The influence of personal beliefs,
attitudes and experiences on memory.
– Expectancy Bias: A memory tendency to distort
recalled events to fit one’s expectations.
– Self-consistency Bias: A commonly held idea that
we are more consistent in our attitudes and
beliefs, over time, than we actually are.
7) Persistence
• Persistence: A memory problem where unwanted memories
cannot be put out of our mind.
• Depressed people cannot stop thinking about how bad
their life is and how unhappy they are. It can create a
self-fulfilling problem.
– Psychologists think that emotions strengthen the
physical changes in the synapses that hold our
memories, thus highly emotional memories can
be harder to put out of mind.
Forgetting isn’t all bad
• According to Schacter, the “seven sins” are actually a normal part
of human memory, and are the results of adaptive features in our
memories.
• According to Schacter, each of the “sins” is for a reason:
•
•
•
•
Transience-to prevent memory overload
Blocking-to focus on task at hand
Absent-mindedness-ability to shift attention
Misattribution/bias/suggestibility-to focus on meaning
and not detail
• Persistence-to remember especially emotional memories
Improve Your Memory
• Study repeatedly to boost recall
• Spend more time rehearsing or actively
thinking about the material
• Make material personally meaningful
• Use mnemonic devices
– associate with peg words- something already
stored
– make up story
– chunk-acronyms
Improve Your Memory
• Activate retrieval cues- mentally recreate
situation and mood
• Recall events while they are fresh- write down
before interference
• Minimize interference
• Test your own knowledge
– rehearse
– determine what you do not yet know
Recap: Crash Course
Video: http://www.youtube.com/watch?v=bSycdIx-C48
Video: http://www.youtube.com/watch?v=HVWbrNls-Kw