... on to suggest that these memories can in fact be incomplete and went on to suggest they have a "live" quality which allows only some perceptual and other details of events to come to mind. Using data from many studies Brown and Kulik proposed the flashbulb memory hypothesis (FMH). The encoding account suggested that processes occurring at or near to the event instigate the creation of FMs. In response to some stimulus event a degree of surprise is assigned and hence experienced. In contrast, when an event is routine and unsurprisingly, it is not focally attended to and no FM is formed. Even when an event falls between these extremes there is still a potential for FM to form; depending on the personal consequentiality and importance. Once a FM formation has been initiated then the degree of elaboration is determined by the degree of personal consequentiality. This encoding account therefore ...

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