4. Why are some links in a semantic or associative network weak, whereas others are strong? Consumer memory is the persistence of learning over time, via the storage and retrieval of information, which can occur consciously or unconsciously. Retrieval is remembering or accessing what is stored in memory. Sensory memory (iconic and echoic) involves a very brief analysis of sensory inputs. Working memory is where we interpret incoming information, involving discursive and imagery processing. Long-term memory represents the permanent memory store, covering both episodic and semantic memory. Explicit memory involves active efforts to remember what’s in memory; implicit memory involves remembering without conscious awareness. Chunking, rehearsal, recirculation, and elaboration are useful for influencing working memory.