Improspectives

Improv skills lead to success

Posts Tagged ‘short-term memory

Memory and the Recency Effect

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It’s tempting to think that knowing about a cognitive bias or logical fallacy makes them immune to it. I’m no exception, but I constantly find myself falling prey to the recency effect, or recency bias. The good news is that I catch myself from time to time — the bad news is that I have no idea how many instances slip through.

The recency effect describes a condition where the most recent information you learned has a disproportionate impact on your opinion about a topic. I find myself watching TV programs or reading articles where the author sets out arguments on an issue and I often think, “Oh, I didn’t know that. I’ll have to revise my opinion.” The rest of the time I think, “Yeah, right” and move on with my day. If the topic’s one I don’t know much about, the information I just learned will affect my view more than it would if I knew a lot about the issue.

As I mentioned in my review of The Gamble, published here and on Technology and Society Book Reviews, the Romney 2012 presidential campaign managers attempted to use the recency effect to their candidate’s advantage. The authors cited a significant body of research showing that political ads sway opinion, but only for a few days at most before viewers’ opinions revert to their personal baselines. The Romney campaign took out a large number of ads in the days before the election in hopes of using the recency effect to their advantage. In fact, the campaign bought the entire available ad inventory in several states. Rather than leave the money in the bank, they bought ads in states they deemed less important.

If you really want to see the recency effect in action, watch the U.S. stock markets whenever major events occur. Every bit of news causes the markets to move as investors try to out-guess each other and make a profit on competitors’ decisions. I’m not sure how much of the action is individual speculators trying to get a jump on the market and others trying to guess the reactors’ reactions (and so on up the chain), but the short-term volatility can be astonishing.

Types of Memory

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When the average person talks about memory, they usual mean long-term memory. In other words, can you study a subject today and remember it for a test tomorrow or next week. There are many other different types of memory, each with its own function.

Short-term memory refers to the system you use to maintain small amounts of information for a brief period of time. In general terms, short-term memory refers to information you keep at hand for about 30 seconds and consists of seven items, plus or minus two. If you have ever tried to memorize a phone number and repeat it back, you’ve most likely found that you can remember the last seven digits with no trouble but can throw yourself off when you repeat the area code at the start. What happens is that recalling the area code of the number pushes some or all of the information out your short-term memory.

Two other types of memory that operate on an even shorter time frame than short-term memory are iconic memory and the phonological loop. Iconic memory is associated with vision and lets you retain an image of something you saw for about a second. The same is true of the phonological loop, except it works for things you hear. The best example of the phonological loop at work is when someone says something to and you say “What…oh nevermind, I heard you.” What happened is that you weren’t paying attention to what the other person said, but you were able to replay their statement using the contents of the phonological loop.

The final two types of memory I want to mention are episodic memory and semantic memory. Episodic memory is the more obvious of the two. As the name implies, it refers to your recall of events or episodes in your life. If I were to ask you about the last movie you saw in a cinema, you might have to think about it for a moment. By contrast, if I were to ask you to add 3+4, you would answer seven instantaneously. You have practiced simple addition so often that the answer just comes to you, but recalling the movie you watched most recently is a rare event that requires you to dig into your internal autobiography to find the answer.

These memory systems all play significant roles in life, improv, and business. I’ll take them on a few at a time over the next several posts.