In the 1930s, Hedwig von Restorff, a German psychologist, made an important, though not very counterintuitive, discovery: things that somehow stand out are remembered more easily than typical things. Suppose we read the following list to a group and then asked them to recall it:
apple, truck, necklace, tomato, glass, dog, rock, umbrella, butter, spoon, Lady Gaga, pillow, pencil, chocolate, desk, banana, bug, soup, milk, tie
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