Frank Was a Member of the Sigma Alpha Mu Fraternity

Multiple Choice

Frank was a member of the Sigma Alpha Mu fraternity when he graduated from college in 1995. Twenty years later, he is telling his wife about his fraternity days, but he cannot remember one of his brothers' name. "I can see his face in my mind, but I just can't remember his name," Frank says. He is experiencing the ________.

A) primacy effect.
B) tip-of-the-tongue phenomenon.
C) encoding specificity effect.
D) levels of processing hypothesis.