Professional Documents
Culture Documents
Spring 2008
Email: vicki.culpin@ashridge.org.uk
www.ashridge.org.uk/360
http://www.ashridge.org.uk
Spring 2008
Short-term memory
Long-term memory
Meaning
http://www.ashridge.org.uk
Effective storage
There are four key principles to ensure
effective storage in long-term memory;
key principles to making your MARC:
M eaning
Organisation of material
Building on previous knowledge
A ttention
Effort
Motivation
R epetition
Rehearsal
C reativity
Distinctiveness
Uniqueness
www.ashridge.org.uk/360
The Ashridge Journal From goldfish to elephant make your MARC in business
Spring 2008
Tiger
Melon
Plum
Pineapple
Monkey
Giraffe
Satsuma
Sheep
www.ashridge.org.uk/360
Attention
The most common reason for healthy adults
to fail to recall information is inattention. To
retain and recall any information the
individual must attend to the information;
they must exert effort and they must be
motivated to do so. When people consider
information they can recall and information
http://www.ashridge.org.uk
Spring 2008
Repetition
The most basic method for ensuring
memory storage is repetition. Repeating the
information over and over again will
(eventually) transfer the information from
short-term memory to long-term memory.
Rote rehearsal (parrot fashion) ignores the
importance of meaning and the role of
creativity (discussed below) and is generally
only an effective strategy for recalling facts
and figures. Using mind maps to rehearse
the information is a successful strategy for
both facts and figures and for recall of
deeper understanding or knowledge. Mind
maps are an efficient memory tool because
they tap into creativity, they repeat the
information (repetition), they allow the
creator of the mind map to build on their
own prior knowledge and their use
generates meaning around the material. In
addition, mind maps utilise a different
modality (vision) which allows a different set
of memory cues to be created and ensures
a variety of learning styles are considered.
Creativity
The von Restorff Effect demonstrates that
any piece of information that is distinctive
Effective retrieval
The Cognitive Interview, originally devised
by Geiselman et al17, was designed to
enhance eyewitness recall, and consists of
a variety of memory recall techniques. There
are four key aspects to the interview, all of
which are applicable to a business
environment:
Context reinstatement
If an individual is struggling to recall a
specific piece of information, they should
attempt to reconstruct both the physical
context and the personal context that
existed when the information was first
learnt. For example the individual could
consider questions such as Where was I?,
What was I wearing?, How was I feeling?,
and What day was it? Research on the
Encoding Specificity Principle by Tulving
demonstrated
that
and
Thomson18
reinstating the context increases the ability
to access stored information.
Information recall
Recalling everything, no matter how
relevant, central or important to the to-berecalled-item(s), enhances the likelihood of
subsequent recall, as does Increasing the
availability of cues (whether these cues are
perceived as central to the memory or not).
http://www.ashridge.org.uk
www.ashridge.org.uk/360
The Ashridge Journal From goldfish to elephant make your MARC in business
Spring 2008
Perspective change
Finally, the fourth aspect to the Cognitive
Interview requires an individual to recall the
information from a different perspective.
Anderson and Pichert19 conducted a piece
of research that demonstrated the
effectiveness of perspective change. They
required individuals to read a passage that
described a house. Half of the participants
were required to take the perspective of a
house buyer when reading the description,
and half were asked to take the perspective
of a house burglar. Participants were then
asked to recall information about the house,
and once they were unable to recall any
more details they were instructed to change
perspective. The change in perspective led
participants to recall further information;
information pertinent to the changed
perspective that previously could not be
recalled.
Finally, remember
that memory is an active and dynamic
process rather than a photographic
snapshot of the world. Memory techniques,
based around research examining the
structure and function of memory, can be
used within a business environment to
make a MARC.
References
1. Loftus, E. and Palmer, J. (1974) Reconstruction of
automobile destruction: An example of the interaction
between language and memory. Journal of Verbal
Learning and Verbal Behaviour, 13, 585-589.
2. Allport, G. and Postman, L. (1945) The basic
psychology of rumour, Transactions of the New York
Academy of Sciences, 8, 61-81.
3. Christianson, S-A. (1992) Emotional stress and
eyewitness memory: A critical review, Psychological
Bulletin, 112, 284-309.
4. Rattner, A. (1984) Convicting the innocent:
When justice goes wrong, Dissertation Abstracts
International, 44, 2895.
5. Wells, G., Small, M., Penrod, S., Malpass, R.,
Fulero, S. and Brimacombe, C. (1998) Eyewitness
identification procedures: Recommendations for lineups and photospreads, Law and Human Behaviour,
22, 603-647.
www.ashridge.org.uk/360
http://www.ashridge.org.uk