Remember Effective Senior Memory Training

Certain types of training programs can reverse memory loss in elderly adults, say. researchers at Baycrest Health Sciences in Toronto and York University. These researchers also document how, by improving recall skills, these programs increase social confidence. A lack of such confidence can lead elderly adults to avoid interactions with family and friends, aggravating the dangers associated with loneliness. Although feelings of loneliness decrease with age, those seniors who do feel lonely are at greater risk for physical and mental illnesses.
     Studies at University of Illinois-Urbana/Champaign identify an often unrecognized way in which memory skills are important for social interaction in a group: the ability to recall what words and terms are preferred by each member of an audience. Different people may understand different terms for the same item. The authors of the report give as an example how some people are more familiar with the term “soda,” while others prefer the term “pop.”
     Differences arise because of personal history and also because of prior experience interacting with the speaker. If an elderly adult fails to use the best term or gives an unnecessary explanation before using a term, this makes the senior appear less competent, the listener might look uncomfortable, and perceiving this discomfort can cause the senior to avoid further interaction.
     The studies find that seniors generally can design what they say to fit the different members of their audience, but that is easier when the senior’s memory is intact. Effective memory training teaches seniors transferable strategies, such as learning to maintain attention and associating names and facts with creative visual images. This is better than teaching skills which apply only in specific situations, such as training with rote memorization of word lists.
     There’s enough flimflam directed at seniors that it’s nice to know reputable memory training programs do exist. Marketers can feel comfortable selling such programs. A broader importance for retailers is that they can benefit both their elderly customers and their sales efforts by incorporating techniques from the effective programs: Minimize distractions when consulting with seniors so they can pay attention. Assist attention by building logical arguments and repeating key points. Employ metaphors and similes which encourage visual imagery. Ask the senior to reflect back in their own words what you’ve told them.

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