Memory And Episodic Memory

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As it is explained above, any kind of modality can affect memory either in a good or bad way, and it has established that when the correct modality is obtained from an accurate source, it has been more positive going waveform than when items determined as new (Rugg and Wilding, 1996). Moreover, different modalities can create the problem to a person and make confusion which sources are experienced. Contrary to the information described above about sensory memory, Kayser, et al. (2007) claim that the FN400 is clearer with the visual modality rather than auditory. On the other hand, their ERP results concluded that acoustic words had a longer latency than visual words over the left parietal side. Consequently, it can be said that the visual resources …show more content…
Because the present experiment has investigated the role of episodic memory with the brands and it has examined the old/new effect with different modalities. Despite the fact that, not any study was done to the old/new effect by using brand logo, few studies worked on how the human brain makes a decision to brand or what is the process of memory when the brands are recognised (Ratnayake, et al., 2010; Schaefer & Rotte, 2007; Plassmann, et al., 2012; Moutinho, et al., 2014). Brands are most common experiencing things either conscious or unconscious in daily life; for this reason, they are more likely to encode into the long-term memory (Schaefer & Rotte, 2007; Plassmann, et al., 2012). Moutinho et al., (2014) remark that decisions about any brand are made in a conscious way from past events and retrieval process makes to happen by declarative memory. Besides, the experiences or culture has the impact on brand choices, so this kind of personal detail about brands affects the retrieval process to bring out from episodic memory (Ratnayake, et al., 2010; Plassmann, et al., 2012). Another point is that visually perceptible data allow for ease of remembering brands because the process of making a decision will create mental imaginary automatically (Moutinho et al., 2014). It has been found that the prefrontal cortex stores the information concerning with brands …show more content…
For example, in the first part, it has been asked to judge items, whether they are food or not, hence this stage was done to create for the purpose of achieving the depth of encoding process for the other parts in the future (Rugg & Curran, 2007). And then, after the brand is perceived as visual and auditory, these were asked as visually again in conjunction with new brands to recall from the source memory to determine these two modalities. As it was explained above, the influence of priming effect could be determined. Furthermore, there were items, which were used for as a distracter between the studies which could influence the performance of participants as Curran et al., (2006)

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