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Comparison Between Explicit And Implicit Memory

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During the last few decades memory researchers have shown interest in both explicit and implicit memory, drawn comparisons between them and explored techniques to measure them in a variety of settings including advertising and communication effectiveness (Goode, 2007; Samu & Krishnan, 2010; Yoo, 2007). Explicit memory refers to conscious and intentional recollection or retrieval of previously stored information or experiences, and is assessed by traditional tests of recognition and recall. In contrast, implicit memory refers to changes in task performance or observed behavior produced by priming effects of prior experiences without the conscious or intentional retrieval of those experiences (Graf & Masson, 2013). Memory researchers have empirically investigated this unconscious nature of implicit memory by exploring dissociations between explicit and implicit memory (Gopie, Craik, & Hasher, 2011; Mulligan, 2012) in a sense that certain variables like level of processing and divided attention at stimuli exposure impact explicit memory but leave implicit memory unaffected (Bechtel, 2008; Spataro et al., 2013). …show more content…

According to this approach, dissociation between an implicit and explicit memory test reflect dissociation in different cognitive operations required at the time of the tests (Roediger, 1990). While explicit memory depends on conceptually-driven cognitive operations during encoding and retrieval, implicit memory depends on perceptually-driven (data- or visually-driven) mechanisms (Boehm & Sommer, 2012; Mulligan, 2012). More is the extent of overlap of these cognitive operations between encoding and testing conditions, better is the performance on explicit and implicit memory tests (Lee, 2002; Yoo,

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