Authors
- Elzon Alisa Andreevna
Annotation
This study is motivated by the need to consider the cognitive characteristics of different generations amid increasing information pressure and the digital transformation
of the communication environment. Digital advertising exposure acts not only as a marketing tool but also as a cognitive stimulus that triggers information processing within short-term memory. The study is based on differences in media consumption and digital socialisation among Generations X, Y, and Z, which result in heterogeneous cognitive styles. The aim of the study is to identify generational differences in short-term memory parameters during the perception of digital advertising. The methodological framework is based on a cognitive approach, focusing on the quantitative assessment of short-term retention and information processing. Three experimental methods were employed: the Brown — Peterson paradigm (verbal retention interval), a change detection task (visual memory capacity), and Sternberg’s
memory scanning model (speed of serial search). The results reveal statistically significant intergenerational differences: Generation Z shows the highest search speed and
verbal trace stability; Generation Y demonstrates the greatest visual buffer capacity; Generation X exhibits the least pronounced cognitive performance. The findings confirm the existence of a cognitive reconfiguration associated with the digital environment and age, which allows the results to be applied in marketing, education, and digital content design tailored to generational-specific perception.
How to link insert
Elzon, A. A. (2026). FEATURES OF SHORT-TERM MEMORY FUNCTIONING IN DIFFERENT GENERATIONS AFTER EXPOSURE TO DIGITAL ADVERTISING Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 20 (1), 201. https://doi.org/10.24412/2076-9121-2026-1-201-223
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