Semantic memory are general memories; episodic is more personal memories. Animals have no episodic memory; they don"t plan for the future. Storage: involves maintaining encoded information in memory over time. Retrieval: involves recovering information from memory stores. need to pay attention to information if you intend to remember it. Attention: involves focusing awareness on a narrowed range of stimuli or events. Attention involves late selection, based on the meaning of the input. how early or late we filter our attention is flexible; depends on cognitive load. when there are high-loaded, complicated tasks that consume much of our attention capacity, our selection tends to occur early; if we are involved in low-loaded, simple tasks, there is more room for distractions, leading to a later selection. when people are forced to divide their attention, memory performance is weakened. People can"t t ruly multitask; the human brain can only handle one attention-consuming task at once.