SCRIPT
Now
listen to part of a lecture on this topic in a psychology class.
(male
professor) OK, um, the first kind of memory, we’re all very familiar with this,
right? You probably remember what you had for dinner last night. You have a
conscious memory of last night’s dinner so, um, if I ask you what did you eat
last night, you could tell me.
But
these other kinds of memories, implicit memories, they work differently. Let’s
take an example from the world of advertising. When you are driving along a
highway, you see plenty of billboards, you know, road side advertisements. You
certainly don’t remember them all, but they still affect you. Marketing
researchers have shown; well to be specific, let’s say there’s a billboard on
the highway advertising, uh, a car called the Panther. The ad shows a big
picture of the car and above the car, in huge letters, is the name of the car,
Panther. A lot of people drive by the billboard, but ask those drivers later if
they saw any advertisements for cars, and well, they’ll think about it and a
lot of them will say no. They honestly don’t remember seeing any. They have no
conscious memory of the Panther billboard.
So,
you ask these same people a different question. You ask, um, OK, you ask them
to name an animal starting with a letter P. What do you think they’ll answer?
Do they say Pig? Pig is the most common animal that starts with the letter P.
But they don’t say Pig. They say Panther! The billboard had an effect, even
though the drivers don’t remember ever seeing it.
- q3 - implicit memories.mp3 (897.9KB) (49)