Allan Paivio (nov 19, 1925 – nov 19, 1925)

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Established "dual-coding theory" hypothesis: nonverbal (visual) and verbal information is stored separately in long term memory. The verbal and non-verbal systems are further divided into subsystems that process information from different modalities. Many experiments reported by Paivio and others support the importance of imagery in cognitive operations .Abstract words are difficult to image and hence are least likely to be dually coded. The expected additive memory benefit of dual coding has been confirmed in numerous experiments which also suggested that the nonverbal code is mnemonically stronger (contributes more to the additive effect) than the verbal code.

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