Session 3 – Memory
Program:
1. Memory and its contents
2. Classical and operant conditioning
3. False memories
4. Mnemonic techniques
5. Memory and business
A) Memory and its contents:
Memory: what is it?
Memory has been described by many philosophers and writers. They produced a rich
variety of metaphors about memory. Metaphors are analogies with concrete images that try
to explain this fascinating cognitive process.
Although they are not 100% correct, they still are useful to help us defining memory and its
complexity.
Memory: definition:
Memory is the ability of acquiring, retaining, recalling, and using knowledge, episodes, and
abilities. The memory process is composed of different steps, but it works on different
contents.
Memory duration:
Short-term memory When we have just read/seen/heard something, we might forget it
fast if we do not repeat the information in our mind.
Long-term memory When we remember something for long periods of time.
Memory contents:
, Semantic memory:
Semantic memory is a type of memory that is formed thanks to repetition: the more we
repeat something, the more we will stock that information permanently in our mind.
Semantic memory has information on which we do not remember the source of learning.
For example, we know that the Eiffel Tower is in Paris, but we don’t remember the time or
space in which we learned that information.
In business, how can we improve the semantic memory of a brand? By telling our clients the
history of the brand/company. Or by asking them to participate in games/quiz around the
products of the brand.
Episodic memory:
Episodic memory is formed by events that we lived. These events are remembered usually
in their spatial-temporal context.
In business, how can we improve the episodic memory around a brand? By actively
engaging clients in their shopping experiences or by associating a certain context/time to
the brand.
Autobiographical memory:
Most of our memories are related to the time between our 15 and 30 years. As far as
memories related to smell or taste are concerned, they are mostly coming from our
childhood.
Program:
1. Memory and its contents
2. Classical and operant conditioning
3. False memories
4. Mnemonic techniques
5. Memory and business
A) Memory and its contents:
Memory: what is it?
Memory has been described by many philosophers and writers. They produced a rich
variety of metaphors about memory. Metaphors are analogies with concrete images that try
to explain this fascinating cognitive process.
Although they are not 100% correct, they still are useful to help us defining memory and its
complexity.
Memory: definition:
Memory is the ability of acquiring, retaining, recalling, and using knowledge, episodes, and
abilities. The memory process is composed of different steps, but it works on different
contents.
Memory duration:
Short-term memory When we have just read/seen/heard something, we might forget it
fast if we do not repeat the information in our mind.
Long-term memory When we remember something for long periods of time.
Memory contents:
, Semantic memory:
Semantic memory is a type of memory that is formed thanks to repetition: the more we
repeat something, the more we will stock that information permanently in our mind.
Semantic memory has information on which we do not remember the source of learning.
For example, we know that the Eiffel Tower is in Paris, but we don’t remember the time or
space in which we learned that information.
In business, how can we improve the semantic memory of a brand? By telling our clients the
history of the brand/company. Or by asking them to participate in games/quiz around the
products of the brand.
Episodic memory:
Episodic memory is formed by events that we lived. These events are remembered usually
in their spatial-temporal context.
In business, how can we improve the episodic memory around a brand? By actively
engaging clients in their shopping experiences or by associating a certain context/time to
the brand.
Autobiographical memory:
Most of our memories are related to the time between our 15 and 30 years. As far as
memories related to smell or taste are concerned, they are mostly coming from our
childhood.
