Understanding Psychology (10th Ed)

sensory memory p. 209
short-term memory p. 210
long-term memory p. 210
chunk p. 211
rehearsal p. 213
working memory p. 213
declarative memory p. 215
procedural memory p. 216
semantic memory p. 216
episodic memory p. 216
semantic networks p. 217
• Memories are distributed across the brain, relating to 
the different sensory information-processing systems in-
volved during the initial exposure to a stimulus. (p. 218)
E VA LU AT E
1. Match the type of memory with its defi nition:
1. long-term memory
a.
holds information 15 to 
2. short-term memory
25 seconds 
3. sensory memory
b. stores information on a 
relatively permanent basis
c. direct representation of a 
stimulus
2. A(n)
is a meaningful group of stimuli that can 
be stored together in short-term memory.
3. There appear to be two types of declarative memory: 
memory for knowledge and facts and 
memory for personal experiences.
4. Some memory researchers believe that long-term memory 
is stored as associations between pieces of information in 
networks.
R E T H I N K
1. It is a truism that “you never forget how to ride a bicycle.” 
Why might this be so? In what type of memory is infor-
mation about bicycle riding stored?
2. From a marketing specialist’s perspective: How might adver-
tisers and others use ways of enhancing memory to pro-
mote their products? What ethical principles are involved? 
Can you think of a way to protect yourself from unethical 
advertising?
 Answers to Evaluate Questions
1. 
1-b, 2-a, 
3-c; 2.
chunk;