24: OCR Memory application

Which word goes in the blank spaces?

Advertisers use ____ to create a certain context or feeling when advertising their products. This links to the ___ dependent theory of memory. When the consumer is in the same situation of emotional state, then the advertisement will act as a ___ to trigger their memory of a product.

What do advertisers do to help build familiarity with their brand, avoid decay, and help it stay in the viewer's long term memory?

• cues

• repetition

• avoid overload

• use autobiographical adverts

For what reason do advertisers avoid overload by showing lots of information in an advert?

• To grab attention so the information transfers from sensory to short term memory

• To avoid displacement by putting too much information in the viewer's STM

• To avoid the memory decaying

• To transfer the information to the viewer's long term memory

Which type of advertising aims to take the viewer back to their youth and bring feelings of nostalgia?

• autobiographical

• cue-dependent

• repetitive

• comedy

Match the following advert we saw to the technique

• Repetition

• 
• cues

• 
• autobiographical ads

• 
• avoids overload

• 

Which neuropsychological test can be used to measure memory function?

• Washington memory scale

• Wechsler memory scale

• Weimar memory scale

• Wooden memory scale

How many subtests does the Wechsler memory scale have?

• 3

• 5

• 7

• 9

Answer explanation

spatial addition, symbol span, design memory, cognitive screener, logical memory, verbal pairs, visual reproduction.

Which types of memory does the Wechsler memory scale measure?

• auditory

• episodic

• delayed

• immediate

• visual

The Wechsler memory scale can be used on which age group?

• 0-12 year olds

• 18-50 year olds

• 75 years and older

• 16-90 year olds

MRI scans can also be used to measure memory function - true or false?

• false

• true

Answer explanation

MRI scans only show brain structure, not function. SPECT scans can show if relevant parts of the brain are active, but not how well the memory is functioning.