One theory on how emotions affect the cognitive process of memory is flashbulb memory. It is a theory suggested by Brown and Kulik (1977). Flashbulb memories are vivid, detailed emotional memories that form after a highly emotional event. These memories are recorded in the brain as an image, hence the name. Flash memory theory has characteristics that make it unique compared to other memories. They are more vivid, accurate, consistent, last longer and are easier to remember. This is different from normal memories which tend to be selective, unreliable and easily changed/distorted. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssaySome events stand out in the memory more than others. When events occur, the person experiences a heightened emotional state, whether extreme happiness or extreme sadness. It is this heightened emotional state that causes the event to remain imprinted in the memory. Events can be personal or something that affects the world. An example of this would be the assassination of President Kennedy in 1963 or the death of Princess Diana in 1997. Flash memory was first demonstrated by Brown and Kulik in a study conducted in 1977. The purpose of their study was to investigate flash memories. and to determine how it works. There were 80 American participants used in the experiment. Half of them were African Americans and the other half were Caucasian Americans. Participants were given 10 questions to answer about different events. Of the 10 events, 9 were assassinations (or attacks) of well-known American public figures. The last event was a personal event chosen by each of the participants. This was also supposed to involve a “self-shock”. Participants were then asked how much they had relived these events, both openly (discussing them with other people) and covertly (thinking about them in private). The results showed that 90% of the participants were able to remember what happened regarding the assassination of JF Kennedy. assassination in 1963. African Americans recalled flashbacks to the assassinations of civil rights leaders like Martin Luther King more than Caucasian Americans. For the tenth, self-selected event, most participants recalled shocking events such as the death of a parent. This study supported Brown and Kulik's (1977) theories on flash memory. It showed that they were formed in situations where we receive surprising and highly emotional information. Flash memory is maintained by both overt (discussing the memory with others) and covert (private) rehearsal. A specialized neural mechanism is involved in the creation of flash memories. This neural mechanism stores information permanently in a unique memory system. Remember: this is just an example. Get a custom article from our expert writers now. Get a Custom Essay A strength of flashbulb memory theory is that most studies involve real-life events (it's naturalistic) and people's reactions and memories of them. This means that the ecological validity of these studies is high. A weakness of this theory is that these studies are not as reliable because they cannot be duplicated. It is therefore impossible to verify whether the results are consistent. Flashbulb memories can also be influenced by emotions because the memory is enhanced or repressed through rehearsal.