Why never forgetting a face matters: visual imagery and social memory.

This research tested the hypothesis that individuals who tend to form vivid visual images of others (vivid imagers) have more accurate social memories than those who form relatively nonvivid visual images of others (nonvivid imagers). In the first investigation, vivid imagers outperformed nonvivid imagers in remembering details concerning the attitudes, activities, and life history of a woman whom they observed being interviewed. Investigation 2 provided more definitive evidence for the link between visual imagery and social memory by demonstrating that vivid imagers had more accurate memories after seeing an interviewee answer questions, whereas seeing the interviewee had no impact on the memories of nonvivid imagers. The discussion considers the impact that imagery processes may have on a variety of social thought processes.