Explicit memories are conscious recollections whereas implicit memories are not conscious. But implicit memories still have effects on us. The professor in the lecture uses an example of billboard to explain implicit memory. There are many billboards along the highway and when drivers drive through, they see those billboards. They don’t remember all the billboards but the billboards affect them. Suppose there is a car advertisement with its name panther above its picture. A lot of drivers passed it by. Later, when asked whether they remember seeing any car advertisements, the drivers will say no because they honestly don’t remember. They don’t have conscious memory of the panther billboard. But if asked to name an animal starting with a letter "P", drivers will say "panther". So the car billboard had effect on them.
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