In daily life, memory is always used. When we go to buy things, we will remember the list of items we will buy. At school we would also need a review to remember the material for the exam. Or even, when we meet friends, we would also need to remember their names. Therefore it is important to know and understand how we remember such things so that we can remember them effectively when needed. Of course, we don't need to remember the exact position or order of things in everyday life. We would have our own model for remembering and retrieving information (Ashcraft, 2010). This is called free recall, that is, items recalled in any order (Francis, Neath, MacKewn, & Goldthwaite, 2004). However, many researchers have found that the likelihood of remembering items (such as words, letters, or numbers) actually depends on the position of the items in a list. The most surprising finding is that words at the beginning and end of the list are often easier to remember than those in the middle of the list. Therefore, when the results of a free recall experiment are plotted on a graph; you can get a U-shaped serial position curve. This is often called the serial position effect that affects our memory (Smith, n.d.). In the first part of the serial position effect, there was a direct positive relationship between rehearsal frequency and the probability of remembering. That is, the primacy effect depended entirely on evidence. The first elements can be rehearsed more and therefore remembered better. The recency effect was seen as a recall from short-term memory, which is why they were remembered so well even when rehearsed so little (Ashcraft, 2010). Improved recall of words in... center of paper... acceptable conditions; while people usually prefer previously presented options for undesirable conditions (Epley, 2009). One patient from the HM case study demonstrated the multi-store model. HM who was unable to create new long-term memories but whose short-term memories remain unchanged. It shows that there are separate long-term and short-term stores (Atkinson & Shiffrin, 1968). Serial recall in progressive order shows a large primacy effect and relatively small recency. Backward serial recall shows greater, recent, and lower primacy than forward-order recall (Oberauer, 2003). TV commercials also demonstrate the effect of serial position. The audience will remember the first and last advertisements better, they will mostly forget the commercials in the middle part. This will not be true only if the spots in the center are distinctive, capable of isolating from the others (Terry, 2005).