记忆重构和信心评估:商标属性与使用经验的影响

记忆是重现,还是重构?已有理论存在争论。本研究以商标信息为实验材料,应用任务分离范式、元记忆检测范式等方法,探讨了商标属性和用户使用经验对记忆重构的影响。结果发现:(1)商标信息的正确回忆频数及成绩显著低于错误回忆的频数和成绩。(2)简单商标的记忆成绩高于复杂商标的记忆成绩;同时,忠实用户对商标信息的记忆成绩显著高于非忠实用户;(3)在回忆任务之前,人们对商标信息的回忆及其信心评估存在分离;但在回忆任务后二者的变化趋于一致。这表明,复杂程度对商标信息的记忆重构存在显著影响,而且存在用户类型差异;商标信息的记忆重构过程中元认知判断及信心评估会发生变化。

The Effect of Logo Complexity and User Types on Memory Reconstruction

Humans’ long-term memory have an immense capacity for object visual detail, and they typically remember objects which they have frequently been exposed. However, prior researches have shown that people have exceptionally poor memory for the features of some objects even if they have been exposed over the course of many years; but more people believed that they have higher levels of confidence for their recall and recognition. It might be associated with memory reconstruction. At the same time, there are some evidences supported that objects memory was affected by its complexity. Therefore, the present study conducted two experiments to explore the effect of the mobile phone logo complexity on the different users’ memory reconstruction. Generally, logos are often designed to recall and recognition, however, the present study assumed that the memory performance was affected by objects complexity, and there were difference between simple and complex logo. Experiment 1 conducted a single factor experimental design, the dependent variable was the scores of drawing logos. Participants were asked to draw the logo of mobile phone which included both simple and complex types, and they were given as much time as needed to make their drawings. The results of Experiment 1 showed that the complexity is an important factor for logos memory, participants’ recall performance of simply logo better than complex logo. Meanwhile, participants’ memory performance were lower for all logos although both kinds of logo were common. There results consistent with the conclusion of previous researches, but because Experiment 1 did not investigate participants’ confidence for their memory, then the results couldn't supply evidences for peoples' meta-cognition changes. In Experiment 2, we conducted two experiments included 2a and 2b, the meta-cognitive changes were discussed through the factors of self-confidence judgment before and after logo drawing task. Participants were asked to draw two kinds of logo on two blank sheets of test paper, and indicated their confidence regarding the overall accuracy of their drawing on a 10-point scale when they before started the drawing task or finished it. The present study assumed that the memory of complex logo is worse than simple logo, which is also due to the worse memory construction of complex logo; meanwhile, there was significant difference between their self-confidence judgment before and after the logo drawing task. Experiment 2 results showed that there were significant differences in memory performance between simple logo and complex logo, and the confidence scores were higher under the before drawing task condition. However, the confidence scores were lower under the after drawing task condition. In addition, participants have too much confidence in themselves when some familiar objects were frequent exposed to them, but such frequent exposure did not reliably affect their memory. And for complex logo, participants’ confidence rating were closer to the actual performance because information searching takes up cognitive resources, which reduced confidence assessment and memory performance. So people could accurately adjust their cognitive judgment according to the retrieval of every detail of the logo. These findings might provide more support for the theories of memory, attention and attention saturation, and also have an important impact on the development of memory construction theory.