In this video, we will see how frustrating it can be to have a recall issue with memory. The phenomena known as “tip of the tongue” shows us many things about memory. First, what we consider to be a single memory is actually composite of many memories. As we recall what we consider to be one “bundle” of information, we are actually accessing many different items to make one fluid thought.

In this example, Andy can remember the melody of the jingle, over 95% of the content of the jingle, but cannot remember the most important piece of information (especially if you are the advertising media firm who created this ad!)

Retrieval Errors

Video Vignette of The Office is (c) NBC Universal Studios