Do you remember what the
pastor said last week? It might be
easier for you to recall what he wore and how his handshake felt. If you think your memory is foggy, or
mistakenly blaming it on daydreaming, don’t. A
University of Iowa study found that auditory memory is
inferior to visual and tactile memory: that is we what we see, what we touch,
will register far longer in our brain than what we hear. Other studies indicate recalling smell also
trumps calling to mind sounds.
The U of I findings,
published recently in the journal PLOS One (see www.plosone.org and search
phrase “Achilles’ Ear?”), give credence
to folk wisdom as in the old Chinese proverb “I hear, and I forget… I see, and
I remember.” Lead author James Bigelow
was quoted, "We tend to think that the parts of our brain wired for memory
are integrated. But our findings indicate our brain may use separate pathways
to process information.”
Canadian audiologist Ning
Hu of Surrey Hearing Care said, “It could be because auditory information is
received sequentially one at a time, for example speech sounds, before it can
be processed and understood as a whole by the brain, while visual information
can be scanned over and over by the eye. Our short-term memory has a certain
capacity to store auditory information for retrieval and recall within a short
period of time before new auditory information comes in for processing. This
cognitive overloading of information perhaps renders fewer mental resources
available to commit auditory information to memory.”
Sounds that register more
in one’s brain are those according to Ms. Hu which are “familiar as opposed to
novel sounds, for example voices of family and friends versus strangers, ones
own name being called, and sounds that are linked to some form of strong
emotions like a favorite song or nails on chalkboard.”
Remember the song that you
just heard, and now you find yourself singing the tune again and again – that
is called a brain itch, or cognitive itch, or earworm. Yes an earworm (talking of stimuli). This often happens due to catchy
repetitive lyrics. The only way to
scratch the itch off is to keep crooning the melody. Women are more susceptible to brain itch.
What are the implications?
For Advertisers: Radio
advertising which is pure auditory will work best the more frequent the
commercial is aired. Don’t expect a week to do the trick.
Print Advertising will strongly compliment other media because it "is there always" - not fleeting like radio or TV or online. Seeing an Ad on print has stronger brain imprint = see
Paper Beats Digital In Many Ways, According To Neuroscience
Print Advertising will strongly compliment other media because it "is there always" - not fleeting like radio or TV or online. Seeing an Ad on print has stronger brain imprint = see
Paper Beats Digital In Many Ways, According To Neuroscience
For Speakers and
Lecturers: Use multimedia, role play,
more mnemonic aids, or hands-on tasks to extend the life of the word/s in the
brain, in other words multi-stimuli.
For Parents talking to
Teens: Say their names first.
For You: Jot it down, the
longer the downtime from the moment you heard the sound or words (e.g. in a
classroom or church) the higher the chance you will require more effort to recollect. Do not rely on your memory. Other sounds will ultimately kicked out of
your brain a good portion of what you heard unless there is repetition or
emotional value or a looming due date.
So next time somebody
tells you, “I just told you! You’re not listening.”
Perhaps. Or at that moment your auricular memory space is full and you just
don’t have room for more. Your response, "Sorry, no space."
Can you blame age for
fuzzy memory? “I am having a senior
moment.” Now that can be partly due to
hearing loss which is another topic.
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