In today’s digital world, advertising agencies are constantly trying to develop new campaign strategies for promoting a company’s product. The essential goal is to embed that product into consumers’ minds so that they will eventually buy the item. Due to successful advertising campaigns, we are all familiar with the Geico gecko and Flo from progressive (it is a love-hate relationship with Flo, to say the least). Consumer behavior relies on the buyers’ memory processes and the abilities of the buyers to remember the product they perceived via advertisements. In television advertisements, specifically, strategists and designers must consider several things when designing commercials presented between shows. Not only must strategists and designers successfully convey the details of their particular product, but companies must also keep their audience interested so that they will attend to the commercial. Without attending to the commercial, people will be less likely to remember the item shown on-screen.
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Memory, like many functions of the human body, is not something that we often take time to appreciate. In fact, it can be said that we take the ability to remember for granted. I mean, just think about it! How cool is it that we are able to recall past events such as a dance recital from our youth, or how to play a game of chess, for example? While remembering has its advantages, so does forgetting, but how might our memories be influenced by incorrect recollections?
Our memory system is not flawless, and in fact is susceptible to a number of errors. It is the case that memories sometimes deceive us in ways we are not even aware. Distortions often occur as a result of forgetting details over time, or the interference of routine events such as attending school or work every day. Additionally, our beliefs and expectations of the world around us shape in some way our memories of the past. Another way to state this is: as our perceptions of the world are constantly changing, so are our memories. We reconstruct events based on current beliefs and input received from outside sources (Schacter, 2001).
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Have you ever been in a lecture where you are stuck vigorously writing down notes for the entire class and asked yourself if the way you are taking notes is the best use of your time? Bui, Myerson, and Hale conducted a series of three experiments examining note-taking strategies, specifically hand-written vs. computer typed, and their relation to recall and memory. With approximately 83% of college instructors teaching in a lecture environment (Wirt et al. 2001), proper note taking is a beneficial skill to have when it comes to learning at higher levels of academia like undergraduate and graduate institutions.
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Have you ever smelled a certain cologne and felt your heart drop because it was the one your ex-boyfriend wore? Or have you caught a whiff of your mom’s apple pie and affectionately remembered devouring a slice with your brother? Maybe you’ve smelled a certain brand of cigar and remembered how happy you were bouncing on your grandfather’s knee as a child. Certain sensory cues can be very powerful triggers for emotional memories. While many people think of sounds such as music as being strong memory cues, smells actually produce the most emotional and evocative memories.
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It’s no secret that in the pursuit of a higher education away from the confines of home students often explore a wilder side of themselves. The weekdays may be all about academics, but on the weekend campuses breakout with parties full of stressed students trying to let loose, if only for one night. This celebration of the weekend usually includes some alcoholic drinking. Four out of every five college students drink alcohol. Strict scheduling of academics and fun can lead students to overindulge, taking in too much of a good thing in a short period of time. In terms of drinking this pattern of behavior is called binge drinking. About half of all college students who drink also show patterns of binge drinking. 54% of binge drinking college students reported blacking out and forgetting what they had done some point in the past year, compared to only 25% for students who did not binge drink. Binge drinking as defined by the National Advisory Council of the National Institute on Alcohol Abuse and Alcoholism (NIAAA) is attaining a blood alcohol concentration (BAC) of 0.08 g% or more in about two hours. 0.08 g% is equivalent to about 5 or more drinks for most adults (4 or more for females). A BAC of 0.08 is considered intoxicated and is associated with impairment of speech, balance, reaction time, judgment, and memory. Though, because this impairment is often slight and just beginning to develop, it may be easy to believe you are less impaired than you are. Drinking 5 or more drinks in only 2 hours clearly shows its effects the night of their intake, but what about the next day? Worst, what if a student has academic responsibilities the next day? Even worst, what if the student has an exam the next day!
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Many people believe that we can recall events in our life perfectly, like rewinding a movie and watching it over and over again. However, recalling events is a much more complicated process that can be filled with glitches and errors along the way. There are various steps that need to take place for an event to be stored in memory Events that we experience can be processed for meaning and stored for later use in long term memory so when we need to recall an event, the information is stored and retrievable through long term memory. The information in long-term memory is stored so we can recall this knowledge when needed. This information includes the ability to remember a person, the foods we like, and the location of the nearest hospital. The process of remembering these events is called retrieval. Retrieval for memories can vary depending on the content of the information. If the content of the information if very negative, it is forgotten more easily compared to positive or emotionally neutral events. Psychologists Greenhoot, McCloskey, and Glisky (2005) were interested in how adolescents were able to retrieve the memories of family violence that took place during their childhood. Because of their interest, they conducted a study to test whether or not adolescents even recalled the abuse, and if so, how accurate the adolescents’ memories were.
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For many students and faculty alike, testing is often considered a necessary evil in learning contexts. Tests – for students – are stressful, requiring hours of preparation, and may feel like a hurdle to be cleared. For many, testing is seen primarily as an assessment tool – it determines a grade, can have powerful and long-reaching implications on an individual’s future success and career options. Failing a test can have negative effects on academic performance and also on a student’s sense of worth. All in all, tests are typically seen as a rather negative event (unpublished data in our lab indicated an average rating of 3.04 on a 1-7 scale, where 1 was ‘extremely negative’ and 7 was ‘extremely positive’ for the word test).
For faculty, tests are often not held in much higher consideration. Tests can ‘take time away’ from more productive pursuits such as lectures or discussions. Preparing and grading a test is extremely time-consuming – thus pushing many faculty to opt for multiple choice questions that can be graded quickly and easily. Small wonder, then, that many college courses only include 2 or 3 exams over the course of a semester.
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