Locke argued that personal identity is based on consciousness, or the ability to think and reflect on one's own experiences. He believed that consciousness is what makes us distinct individuals and allows us to have a sense of continuity over time.

Schema theory proposes that we organize and interpret our memories using mental frameworks or schemas. These schemas help us to make sense of new information by fitting it into existing categories and expectations.

Memory reconstruction refers to the process by which we actively reconstruct and reinterpret our memories over time. This process can be influenced by various factors, such as our current beliefs, emotions, and experiences.

Long-term memory is the type of memory that stores information for an extended period of time, ranging from minutes to years. It includes both explicit memory, which involves consciously recalling information, and implicit memory, which involves performing learned skills and habits without conscious awareness.

Halbwachs argued that collective memory is a shared social construction that shapes our individual identities in various ways. It provides us with a sense of belonging to a group, influences our values and beliefs, and shapes our understanding of the past.

Positivity bias refers to the tendency to remember positive experiences more vividly and easily than negative experiences. This bias is thought to be influenced by various factors, such as our emotional state and the way our brains process information.

Connectionist theory proposes that memories are stored in a network of interconnected neurons, and that the strength of these connections determines the ease with which memories can be retrieved. According to this theory, memories are formed and retrieved through the activation of these neural networks.

Memory decay refers to the gradual loss of information from memory over time. This process is thought to be influenced by various factors, such as the strength of the memory trace, the interference of other memories, and the passage of time.

Henri Bergson argued that our memories are not simply recordings of past events, but rather active constructions that are shaped by our beliefs and expectations. He believed that memory is a creative process that involves selecting and interpreting past experiences in order to make sense of the present.

Serial position effect refers to the phenomenon where we tend to remember the beginning and end of a sequence of events more easily than the middle. This effect is thought to be influenced by various factors, such as the recency effect and the primacy effect.

Levels-of-processing theory proposes that the depth of processing information determines the strength of the memory trace and the ease with which it can be retrieved. According to this theory, memories are formed and retrieved through different levels of processing, ranging from shallow processing (e.g., focusing on the physical features of an object) to deep processing (e.g., understanding the meaning of a concept).

Self-reference effect refers to the phenomenon where we tend to remember information that is personally relevant or meaningful to us more easily than information that is not. This effect is thought to be influenced by various factors, such as our emotions, beliefs, and values.

William James argued that our memories are not fixed and unchanging, but rather fluid and constantly evolving. He believed that memory is a dynamic process that is shaped by our current experiences and beliefs.

Flashbulb memory refers to the phenomenon where we tend to remember information that is presented in a vivid or emotionally charged manner more easily than information that is presented in a neutral manner. This effect is thought to be influenced by the release of stress hormones, which can enhance memory consolidation.

Dual-coding theory proposes that we store information in both verbal and visual formats. According to this theory, memories are formed and retrieved through the activation of both verbal and visual representations.