On Memorability of Maximally Counterintuitive Ideas

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Authors
  1. Harmon-Vukic,M.
  2. Upal, M.A.
  3. Trainor, C.
Corporate Authors
Defence R&D Canada - Toronto, Toronto ONT (CAN)
Abstract
Previous work has suggested that concepts that are only slightly counterintuitive are more memorable than concepts that are intuitive or overly counterintuitive (Boyer 1994; Boyer and Ramble, 2001) even though causes for this memory advantage have been debated (Barrett 2008; Upal 2009). This paper presents two studies conducted to better understand the cognitive processes that underlie memory for counterintuitive concepts. They suggest that additional time spent processing counterintuitive concepts may be the primary driver of the MCI effect rather than domain violation.

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Keywords
maximally counterintuitive concepts;memory;effective messages
Report Number
DRDC-TORONTO-TM-2013-117 — Technical Memorandum
Date of publication
01 Nov 2013
Number of Pages
31
DSTKIM No
CA038276
CANDIS No
538348
Format(s):
Electronic Document(PDF)

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