MEMORY &

FORGETTING
 MEMORY AND ITS PROCESSES

Memory - the ability to remember information, events, and experiences.

Three Processes of Memory:
1. Encoding - the process of transforming sensory input or information
received into a code (e.g. visual, acoustic, semantic) so that the nervous
system can process it.
2. Storage - the process wherein the encoded information is maintained or
saved over a period of time.
3. Retrieval - the process of bringing to mind the information that was stored in
the memory. This is also known as recalling. fppt.com
 MULTI-STORE MODEL OF MEMORY

• Information processing theory - developed by Richard Atkinson and Richard

Shiffrin which states that our memory starts with a sensory input that lasts for a
second or two. Our mind has three stages of memory: (1) sensory memory, (2)
short-term memory and (3) long-term memory.
 I. SENSORY MEMORY

• A very brief storage that immediately follows the initial stimulation of a

receptor. Memories are stored and held by the senses.
• Various names of sensory memory based on the sense that is used:
➢ iconic memory - holds visual information up to a second.
➢ echoic memory - hold auditory information or sound data for 1 to 2 seconds.
➢ haptic memory - for touch
➢ gustic memory - for taste
➢ olfactic memory - for smell
 II. SHORT-TERM MEMORY
• Also known as working memory.
• The things we have in our awareness at any one moment are being held here.
• This has a capacity of 7±2 and a duration of 2 to 30 seconds.
 III. LONG-TERM MEMORY

• Involves processes of preserving almost unlimited items of information over a

long period of time.
• All the information in the long-term memory is available for retrieval. Two
kinds of long-term memory:
➢ Episodic memory - consists of personal experiences that happened within a
definite period of time.
➢ Semantic memory - kind of memory essential for the use of language. It
involves recalling of general knowledge, book learning, concepts, rules,
principles and meanings.
 RECALL VERSUS RECOGNITION

• To determine whether there is information stored in the brain or none, there are
two ways which can be used:
✓ Recall - retrieving what is stored in the long- term memory without any
reminder cues.
o Free Recall - answers can be given in no particular order.
o Serial Recall - requires following a specific arrangement or hierarchy.
✓ Recognition - involves a sense of familiarity
FORGETTING
 THEORIES OF FORGETTING

• Forgetting the loss of information — previously stored in the long-term

memory.
• The theories of forgetting which try to explain why people forget are:
- Trace Decay Theory
- Interference Theory font.com
• Trace Decay Theory - explains that with the passage of time, and without usage or practice, forgetting occurs.
Forgetting is a result of the automatic fading of the memory trace.
• Interference Theory - holds that between the point of encoding an item in the memory and the point of
recalling, there are many interfering materials that make it difficult for easy remembering of needed
information.
➢ Retroactive Interference - new information gets in the way and blocks our recall of the previous ones.
➢ Proactive Interference - old information hinders us from recalling new events and information.
 DEFICIENT MEMORY

• Amnesia - refers to loss of memory. It also implies cases wherein there is faulty
encoding and storing of information so that new memories cannot be formed. It
is a memory deficit due either to loss of what has been stored in the brain or the
inability to form new information.
• Amnesia can either be biological (e.g. concussion, head injuries, drugs, organic
brain disorders, lack of blood supply) or psychological (e.g. dissociation).
 MEMORY LOSS

Causes
• Many people worry about becoming forgetful. They think forgetfulness is the
first sign of Alzheimer's disease. Over the past few years, scientists have
learned a lot about memory and why some kinds of memory problems are
serious but others are not.
• Forgetfulness can be a normal part of aging. As people get older, changes occur
in all parts of the body, including the brain. As a result, some people may notice
that it takes longer to learn new things, they don't remember information as
well as they did, or they lose things like their glasses. These usually are signs of
mild forgetfulness, not serious memory problems.
Support
• If you're concerned that you or someone you know has a serious memory
problem, talk with your doctor. He or she may be able to diagnose the problem
or refer you to a specialist in neurology or geriatric psychiatry. Healthcare
professionals who specialize in Alzheimer's can recommend ways to manage
the problem or suggest treatment or services that might help
 PRACTICAL WAYS OF IMPROVING
MEMORY

• Pay attention
• Write it down
• Rehearsal and repetition
• Association
• Visualization and formation of mental image
• Make use of memory aids like mnemonics, keyword method and the like.
• Learn a new skill or language
• Exercise and eat well.
• Get help if you feel depressed for weeks at a time
• Spend time with friends and family.
 APPLIC ATION OF MEMORY & FORGETTING
THEORIES IN BBA
• Memory and forgetting theories play a crucial role in various aspects of business, including Bachelor of Business
Administration (BBA) studies. Here are some applications of these theories in the field of BBA:

• 1. **Consumer Behavior**: Knowledge of memory and forgetting theories can help businesses understand how
consumers retain information about products and make purchasing decisions. By applying these theories,
businesses can create marketing strategies that enhance brand recall and minimize forgetfulness.

• 2. **Advertising**: Memory theories are essential for designing effective advertising campaigns. Understanding
memory formation and retention can help businesses create ads that are more memorable and can influence
consumer behavior positively.

• 3. **Management and HR**: Memory plays a significant role in employee training and development. By applying
memory theories, businesses can design training programs that optimize information retention among employees,
leading to better performance and productivity.
• 4. **Strategy Development**: For strategic decision-making, businesses often rely on past experiences
and information. Utilizing memory theories can help in making better strategic choices by taking into
account factors like cognitive biases, retention limitations, and the impact of forgetting on
organizational knowledge.

• 5. **Innovation and Creativity**: Memory theories can also be applied in fostering innovation and
creativity within the business environment. By understanding how memory works, organizations can
create environments that facilitate idea generation, knowledge sharing, and retention of innovative
solutions.

• In conclusion, memory and forgetting theories are fundamental in understanding human cognition,
which is essential for various aspects of business management, marketing, human resources, strategy
development, and fostering a culture of innovation. By applying these theories effectively, businesses
can optimize their operations and achieve competitive advantages in the dynamic business
environment.