Memory: Why We Remember, Why We Forget
National Geographic, Nov. 2007, "Memory: Why We Remember, Why We Forget" p.44.
Michael Anderson, a memory researcher at the University of Oregon in Eugene, has tried to estimate the cost of all that evaporation. According to a decade's worth of "forgetting diaries" kept by his undergraduate students (the amount of time it takes to find the car keys, for example), Anderson calculates that people squander more than a month of every year just compensating for things they've forgotten.
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