WEBVTT - generated by Videoportal FH Dortmund

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This is Marie.

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The sun is shining and she’s on her way to
the bus stop.

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A red car is driving by.

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At the bus stop she sees a poster

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of the brand XY with a yellow bikini on it.

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Next to the poster is a woman

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who is wearing a strange hat.

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A perfectly normal everyday situation.

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But what happens in Marie’s head?

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In our everyday life we are exposed to many
stimuli.

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The mental processing of those stimuli takes
place with the help

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of different memory components or structures.

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These do not only store,

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but also process information.

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The model of information processing

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is based on three memory forms:

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Sensory memory

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Short-term memory

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Long-term memory

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The flow of information begins

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with the intake of an external stimulus

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and leads to permanent storage of

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the information conveyed by the stimulus.

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Stimuli received via the sensory organs are
only stored for

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0.1-2 seconds as exact copies in the sensory
memory.

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This happens automatically and much information
is lost

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during further processing in the central nervous
system.

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So the eye scans the surroundings

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Marie remembers that she needs a new bikini
for her summer vacation.

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So she remembers the price, brand and colour
of the bikini.

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Many other impressions of the situation

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are lost on the way to her short-term memory.

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The selected information

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then moves to the short-term memory.

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Its capacity is very limited about 7+/-2 information
chunks.

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The information is available in the

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short-term memory for 20-30 seconds.

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Which information moves to the short-term memory
depends

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on the degree of activation of the stimulus
or level of involvement

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The information transferred to the short-term
memory

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can then be related to further information

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Oh, I also need a new bikini

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or summarized to bigger information units

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For the processing, information

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from the long-term memory is retrieved

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I read an article about how effective

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advertising posters are

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In the short-term memory, the information about
the bikini is linked

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to other information such as bikinis she still
has at home,

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swimsuits, ice cream on the beach etc.

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This information is taken upwards from

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the long-term memory.

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Besides information flows into

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the long-term memory and are stored there.

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The long-term memory includes all saved information.

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The capacity of the long-term memory is considered
as unlimited.

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The problem is rather retrieval than storage.

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The higher the involvement of the demander
or

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the stronger the activation of the stimulus,

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the easier is the retrieval.

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Cognitive effort, which is needed for

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processing, is also important.

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When Marie is in the shopping mall on the weekend,

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she remembers the advertising poster

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including price, Colour and brand of the bikini

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and walks directly towards that store.

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On a shelf full of bikinis she discovers

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the yellow bikini from the poster and directly
buys it.