Cognitive science is a relatively new field that focuses on how the mind works, integrating insights primarily from cognitive psychology, neuropsychology, neuroscience and computer science well as other disciplines. Cognitive scientists study how the mind acquires, processes and represents information and how it then uses this knowledge to influence behaviour.
In psychology, cognition refers to mental processes such as perception (visual and auditory), memory, learning, language (written and spoken) and problem solving.
Also known as ‘secondary memory’, this refers to memory retained downstream of our immediate memory that can last from between a few minutes to several decades. To build long-term memory, information goes through 3 phases: it is acquired or memorised, stored or retained and finally retrieved (recognition, recall, etc.).
Explicit memory involves the conscious recollection of information. We can directly recall explicit memory and express it using language. Explicit memory can be divided into two types: episodic memory, which allows us to remember events that we have personally experienced at a specific time and place, and semantic memory, where we store general knowledge of the world we live in.
Implicit memory involves the involuntary and unconscious process of learning and storing information. We are unable to recall these memories directly but rely on them to perform certain skill-based tasks such as mirror-reading or priming tasks.
Priming facilitates information processing (recognition or identification) having had prior exposure to this information or associated information. Priming tests are used to measure implicit memory.
Semantic links provide information about the meaning and significance of linguistic units.
Also known as mnemonics, memory techniques allow us to develop more efficient memory skills.
This notion refers to the idea that stimuli presented below the threshold for conscious awareness is nevertheless stored and can subsequently influence an individual’s thoughts, feelings, or actions. It is generally recognized that subliminal perception exists, however, claims regarding its long-term effect and utilisation in advertising are totally unfounded.
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