Which description best captures sensory memory duration?

• A. It is overwritten every few seconds by new perceptions
• B. It lasts for minutes to hours
• C. It is permanent storage of memories
• D. It only stores auditory information

Answer: (A)

Sensory memory is the brief capture of sensory input before it’s processed. Its duration is extremely short, so what you’re holding in this store gets replaced by new stimuli quickly. Visual impressions (iconic memory) last about a fraction of a second, while auditory impressions (echoic memory) last a couple of seconds at most. Because new perceptions overwrite what just appeared, the description that it’s overwritten every few seconds best captures this fleeting nature. It isn’t minutes to hours, it isn’t permanent, and it isn’t limited to auditory information.