People Wear Masks when they Ski: Comparing Congruent and Incongruent Behavioral Context Appeals

When advocating for a behavior, persuasive messaging typically focuses on the context that behavior is performed in, such as mask-wearing during the COVID-19 pandemic. However, situating the advocated behavior in a different context, termed an incongruent context appeal, may persuade by increasing attention, novelty, and memorability. The current study tested this supposition in a message experiment. Participants (N = 324) were randomized to view an incongruent context (e.g. skiing) or a congruent context (i.e. COVID-19) appeal advocating for mask wearing. The incongruence appeal had a direct, positive effect on mask wearing intentions and indirect, positive effects via two serial mediation pathways: time spent with the message increased attention through novelty and memorability. Findings suggest that an incongruent context appeal is an effective strategy for persuading audiences in information-saturated environments like the COVID-19 pandemic.

Understanding memorability through artificial and artist intelligence

Davis and Bainbridge reveal a consistent memorability signal for artworks, both online and in a museum setting, which is predicted by the intrinsic visual attributes of the paintings. The fusion of artificial intelligence (AI) with artistic intuition emerges as a promising avenue to deepen our understanding of what makes images memorable.

Memorable beginnings, but forgettable endings: Intrinsic memorability alters our subjective experience of time

Time is the fabric of experience - yet it is incredibly malleable in the mind of the observer: seeming to drag on, or fly right by at different moments. One of the most influential drivers of temporal distortions is attention, where heightened attention dilates subjective time. But an equally important feature of subjective experience involves not just the objects of attention, but also what information will naturally be remembered or forgotten, independent of attention (i.e. intrinsic image memorability). Here we test how memorability influences time perception. Observers viewed scenes in an oddball paradigm, where the last scene could be a forgettable "oddball" amidst memorable ones, or vice versa. Subjective time dilation occurred only for forgettable oddballs, but not memorable ones - demonstrating an oddball effect where the oddball did not differ in low-level visual features, image category, or even subjective memorability. But more importantly, these results emphasize how memory can interact with temporal experience: forgettable endings amidst memorable sequences dilate our experience of time.

Memory for artwork is predictable

Viewing art is often seen as a highly personal and subjective experience. However, are there universal factors that make a work of art memorable? We conducted three experiments, where we recorded online memory performance for 4,021 paintings from the Art Institute of Chicago, tested in-person memory after an unconstrained visit to the Art Institute, and obtained abstract attribute measures such as beauty and emotional valence for these pieces. Participants showed significant agreement in their memories both online and in-person, suggesting that pieces have an intrinsic "memorability" based solely on their visual properties that is predictive of memory in a naturalistic museum setting. Importantly, ResMem, a deep learning neural network designed to estimate image memorability, could significantly predict memory both online and in-person based on the images alone, and these predictions could not be explained by other low- or high-level attributes like color, content type, aesthetics, and emotion. A regression comprising ResMem and other stimulus factors could predict as much as half of the variance of in-person memory performance. Further, ResMem could predict the fame of a piece, despite having no cultural or historical knowledge. These results suggest that perceptual features of a painting play a major role in influencing its success, both in memory for a museum visit and in cultural memory over generations.

Identifying causal subsequent memory effects

Over 40 y of accumulated research has detailed associations between neuroimaging signals measured during a memory encoding task and later memory performance, across a variety of brain regions, measurement tools, statistical approaches, and behavioral tasks. But the interpretation of these subsequent memory effects (SMEs) remains unclear: if the identified signals reflect cognitive and neural mechanisms of memory encoding, then the underlying neural activity must be causally related to future memory. However, almost all previous SME analyses do not control for potential confounders of this causal interpretation, such as serial position and item effects. We collect a large fMRI dataset and use an experimental design and analysis approach that allows us to statistically adjust for nearly all known exogenous confounding variables. We find that, using standard approaches without adjustment, we replicate several univariate and multivariate subsequent memory effects and are able to predict memory performance across people. However, we are unable to identify any signal that reliably predicts subsequent memory after adjusting for confounding variables, bringing into doubt the causal status of these effects. We apply the same approach to subjects' judgments of learning collected following an encoding period and show that these behavioral measures of mnemonic status do predict memory after adjustments, suggesting that it is possible to measure signals near the time of encoding that reflect causal mechanisms but that existing neuroimaging measures, at least in our data, may not have the precision and specificity to do so.

Human faces and face-like stimuli are more memorable

We have previously suggested a distinction in the brain processes governing biological and artifactual stimuli. One of the best examples of the biological category consists of human faces, the perception of which appears to be determined by inherited mechanisms or ones rapidly acquired after birth. In extending this work, we inquire here whether there is a higher memorability for images of human faces and whether memorability declines with increasing departure from human faces; if so, the implication would add to the growing evidence of differences in the processing of biological versus artifactual stimuli. To do so, we used images and memorability scores from a large data set of 58,741 images to compare the relative memorability of the following image categories: real human faces versus buildings, and extending this to a comparison of real human faces with five image categories that differ in their grade of resemblance to a real human face. Our findings show that, in general, when we compare the biological category of faces to the artifactual category of buildings, the former is more memorable. Furthermore, there is a gradient in which the more an image resembles a real human face the more memorable it is. Thus, the previously identified differences in biological and artifactual images extend to the field of memory.

An Open-Source Cognitive Test Battery to Assess Human Attention and Memory

Cognitive test batteries are widely used in diverse research fields, such as cognitive training, cognitive disorder assessment, or brain mechanism understanding. Although they need flexibility according to their usage objectives, most test batteries are not available as open-source software and are not be tuned by researchers in detail. The present study introduces an open-source cognitive test battery to assess attention and memory, using a javascript library, p5.js. Because of the ubiquitous nature of dynamic attention in our daily lives, it is crucial to have tools for its assessment or training. For that purpose, our test battery includes seven cognitive tasks (multiple-objects tracking, enumeration, go/no-go, load-induced blindness, task-switching, working memory, and memorability), common in cognitive science literature. By using the test battery, we conducted an online experiment to collect the benchmark data. Results conducted on 2 separate days showed the high cross-day reliability. Specifically, the task performance did not largely change with the different days. Besides, our test battery captures diverse individual differences and can evaluate them based on the cognitive factors extracted from latent factor analysis. Since we share our source code as open-source software, users can expand and manipulate experimental conditions flexibly. Our test battery is also flexible in terms of the experimental environment, i.e., it is possible to experiment either online or in a laboratory environment.

Population response magnitude variation in inferotemporal cortex predicts image memorability

Most accounts of image and object encoding in inferotemporal cortex (IT) focus on the distinct patterns of spikes that different images evoke across the IT population. By analyzing data collected from IT as monkeys performed a visual memory task, we demonstrate that variation in a complementary coding scheme, the magnitude of the population response, can largely account for how well images will be remembered. To investigate the origin of IT image memorability modulation, we probed convolutional neural network models trained to categorize objects. We found that, like the brain, different natural images evoked different magnitude responses from these networks, and in higher layers, larger magnitude responses were correlated with the images that humans and monkeys find most memorable. Together, these results suggest that variation in IT population response magnitude is a natural consequence of the optimizations required for visual processing, and that this variation has consequences for visual memory.

Memorability in Context: A Heuristic Story

We examined children's ability to employ a metacognitive heuristic based on memorability expectations to reduce false recognitions, and explored whether these expectations depend on the context in which the items are presented. Specifically, 4-, 6-, and 9-year-old children were presented with high-, medium-, and low-memorability words, either mixed together (Experiment 1) or separated into two different lists (Experiment 2). Results revealed that only children with a higher level of executive functioning (9-year-olds) used the memorability-based heuristic when all types of items were presented within the same list. However, all children, regardless of age or executive level, implemented the metacognitive rule when high- and low-memorability words were presented in two separate lists. Moreover, the results of Experiment 2 showed that participants processed medium-memorability words more conservatively when they were presented in a low- than in a high-memorability list, suggesting that children's memorability expectations are sensitive to list-context effects.

Radiologists remember mountains better than radiographs, or do they?

Expertise with encoding material has been shown to aid long-term memory for that material. It is not clear how relevant this expertise is for image memorability (e.g., radiologists' memory for radiographs), and how robust over time. In two studies, we tested scene memory using a standard long-term memory paradigm. One compared the performance of radiologists to naïve observers on two image sets, chest radiographs and everyday scenes, and the other radiologists' memory with immediate as opposed to delayed recognition tests using musculoskeletal radiographs and forest scenes. Radiologists' memory was better than novices for images of expertise but no different for everyday scenes. With the heterogeneity of image sets equated, radiologists' expertise with radiographs afforded them better memory for the musculoskeletal radiographs than forest scenes. Enhanced memory for images of expertise disappeared over time, resulting in chance level performance for both image sets after weeks of delay. Expertise with the material is important for visual memorability but not to the same extent as idiosyncratic detail and variability of the image set. Similar memory decline with time for images of expertise as for everyday scenes further suggests that extended familiarity with an image is not a robust factor for visual memorability.