In Defence of Iconic Memory

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Abstract
According to a model of visual information-processing which originated with Sperling (1960), and which currently enjoys wide acceptance, the contents of brief alphanumeric displays are initially held in a high-capacity fast-decay visual-information store (“iconic memory”). Some of these items are subsequently transferred to a more durable form of storage; the remaining non-transferred items are lost. Observers can select which items are to be transferred on the basis of physical characteristics of the items (such as colour, location, size, shape or brightness). This model has recently been attacked by Holding (1970, 1971, 1972, 1973), sometimes by claiming that iconic memory does not exist, and at other times by claiming that transfer from iconic memory cannot be selectively controlled by the observer. We argue in this paper that Holding's criticisms are incorrect, and that, even if they were correct, the experiment we report would not be open to objections he has raised concerning previous studies of iconic memory. Despite this, evidence fully supporting the orthodox model was obtained, and we therefore conclude that this model remains tenable.

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