Collins & loftus spreading activation network: nodes of related concepts are linked by associations strength of association is represented by the length. Episodic memory has some degree of temporal processing has some degree of temporal processing episodic memory: a memory for a specific episode or episodes that happened to you in the past. Tulving calls this mental time travel and says this is only in humans this ability is evolutionarily recent and late-developing relies on both left and right prefrontal cortex areas. Intentionality intentional encoding: encoding that you intend to store and later recall the information incidental encoding: learning by association or exposure. Implicit and explicit memory declarative memories are often explicit overall thinking process also involves implicit retrieval memory influences your behaviour even if you are not consciously aware that it is happening ie. effects of memory on thinking and judgement. The seven sins a rich contextual setting and strong semantic associations will result in better memory.