Memory: capacity of nervous system to acquire and retain usable skills and knowledge, allowing organisms to benefit from experience (often incomplete, biased, or distorted) Modal memo model: sensory input sensory memo short term memo long term memo (pg. 254) Sensory memo is brief: lights, smells, odours, sensory memory: memory for sensory info that is stored briefly in its original sensory. Iconic memory: visual sensory memo (1/3 of a second) form. S = experience world as continuous stream instead of jerky pictures. Info that has been attended to is passed from sensory stores to short term memory (stm) : holds info in awareness for a brief period (immediate memo j 20 sec: memory span and chunking. N varies among individuals & iq (some ~ 4 items) S chunking: organizing info into meaningful units (relies on long term memo: working memory.