Evaluate one theory of how emotion may affect one cognitive process

Evaluate one theory of how emotion may affect one cognitive process. (22)

Evaluate (22) – An appraisal by weighing up the strengths and limitations.

Theory of Flashbulb memory (Theorist: Brown and Kulik)

Special kind of emotional memory associated with highly emotional and detailed recall of the event.
Encoded into the brain like a photo, hence Flashbulb.
Neisser suggests that flashbulb memory is just memory that is rehearsed over and over again in to LTM.
Thinking about the event, reconsidering the event, telling the event.
Special neural mechanism triggering an emotional arousal because the event was unexpected/extremely important.
Emotional events are better remembered – the Amygdala.
Link to Episodic memory and Emotional memory.

Essential components of Flashbulb Memory

Emotional impact
Relevance to oneself
Consequence in one’s life

Tali Sharot – 9/11 Flashbulb Memory (Flashbulb Memory)
[A]	Investigate upon the existence of Flashbulb Memory.
[P]	24 witnesses of the 9/11 incident were found from different location of Manhattan as subjects. Subjects were placed in an fMRI machine. Subjects were asked to recall the event of 9/11. Subjects were also asked to recall their summer holiday (for control purpose).
[F]	People closer to where the event happened (where the World Trade Center was) had a more in-depth recall of the event. When compared to subject’s summer holiday, the level of detail given for 9/11 incident was higher. Parahippocampal Gyrus (Para-hippo-campal Gy-rus – responsible for LTM retrieval) was relatively inactive when recalling memories from 9/11 when compared to recalling events from summer holiday. Amygdala (responsible for processing memory of emotional reaction) was relatively more active when recalling memories from 9/11.
[C]	Different part of the brain was used for different Flashbulb Memory retrieval and general LTM retrieval. Supports Flashbulb Memory as a different type of memory than LTM. Collectivist culture – tend to suppress emotion, memory encoded at a shallow level. Individualist culture – encouraged to express emotion, memory encoded at a deeper level (Levels of processing theory – Craik & Lorkhart).
[E]	Observing the concentration of deoxygenated haemoglobin is an accurate measure for brain activity. Ecologically valid. Questions were asked about real life situations. May argue that it is still laboratory condition, overtly observing may cause Demand Characteristics. Pressure under lab conditions may cause alteration of results. Possible confirmation bias. No cause-and-effect relationship can be established through the scan. Relies heavily upon the interpretation of the researcher. The Amygdala showing response may well be the subject’s expression of depressed emotion while recalling 9/11. Ethical considerations: Privacy of the subjects may be invaded because the fMRI indicates a general representation of their thought process.

Harsch & Neisser – Challenger study (Flashbulb Memory)
[A]	Evaluate the theory and the existence of Flashbulb Memory.
[P]	Study was done based upon the “Challenger” Space Shuttle incident. 24 hours after the incident, subjects were asked about what they remembered. Similar questions on their memory of the event was asked after 3 years. They were also asked to rate their confidence with their accuracy of recall.
[F]	3 of 44 students had perfect recall. 25% had completely inaccurate memory. 40% of the subjects had distorted memory. Possibly influenced by post-event information. Subjects were confident with the accuracy of their recall.
[C]	Challenges the existence of Flashbulb Memory. Could just be reconstructive memory.
[E]	Assumed that Flashbulb Memory was created. Only relied upon questionnaires to determine whether the memory was Flashbulb. Only students were used, reduced its potential in generalisation.

Schmolck et al. – OJ Simpson study (Flashbulb Memory)
[A]	Investigate how memory distort over time.
[P]	College students were asked how and where they were when they heard the verdict of the case of OJ Simpson. They were then asked to recall after: 3 days 15 months 32 months
[F]	15 months – Answers were fairly close to those after 3 days. 11% contained major inaccuracy. 32 months – Lots of details forgotten. 29% recalled accurately. 40% had distortion in recall.
[C]	Challenges the existence of flashbulb memory.
[E]	Assumed that Flashbulb Memory was created. Only relied upon questionnaires to determine whether the memory was Flashbulb. Only students were used, reduced its potential in generalisation.

Strengths of Flashbulb Memory

Study to prove that a different area of the brain is active when recalling Flashbulb Memory.
Explains why memory with higher level of emotional connection is remembered better.
Studies that disproves FBM failed to show immediacy between the event and the subject.
May not have triggered FBM.

Weaknesses of Flashbulb Memory

Plenty study that disproves the existence of Flashbulb memory.
Better recall may be due to multiple rehearsals.