| Chapter 2: | Literature Review |
The encoding specificity theory proposes a similar explanation but via a different mechanism. It holds that a retrieval cue will be effective only if information in the cue matches with the memory trace of the target event at the time of its original encoding (Tulving & Thomson, 1973). In other words, memory performance will be enhanced when there is a close correspondence between the stimulus and the memory acquired in prior events. Thus, according to the encoding specificity hypothesis, accuracy of memory is a function of the degree of overlap between information stored from encoding and information present at retrieval (Tulving & Thomson, 1973). Emphasizing the importance of encoding conditions at the input stage, Tulving and Thomson (1973, p. 369) described the encoding specificity principle as follows:
The impact of frequency can also be explained in terms of information processing. Specifically, the transfer-appropriate processing hypothesis suggests that the stimulus, at least in the initial exposures, will be better remembered if the same stimulus is repeated. That is, the processing of a stimulus can be facilitated if it overlaps with the “processing” of the stimulus on a previous presentation (Ratcliff, & McKoon, 1996; Schacter, 1992). Ratcliff and McKoon (1996, p. 406) argue that changes in stimulus form may “reduce the amount of priming because these changes mean that there are differences in early perceptual processes” and thereby decrease memory performance. Furthermore, according to Young and Bellezza (1982), a new encoding of a stimulus, such as another version of the same ad, may create a new chunk in memory. Therefore, there is a possibility that encoding a different stimulus can introduce interference between the first stimulus and the second.