- Short-term sensory stores hold stimuli for 0.25-1 second before irrelevant information is lost through selective attention. Short-term memory (working memory) holds around 5-9 pieces of information for 30 seconds through rehearsal before being encoded into long-term memory.
- Long-term memory has limitless capacity to store information through practice and making it meaningful or relevant through chunking. Retrieval of stored information can be improved through techniques like mental rehearsal, imagery, chunking, and positive reinforcement.