The phonological loop, also referred to by scientists as the working memory, is a process of triggered short-term memory repetition. The loop begins as you experience a similar thought process, sensory information or an experience repeatedly over a short period of time. The phonological loop allows you to see a process and begin using it, without having knowledge of the process as a part of your long-term memory. You experience this process each time you learn a new skill, or perform a new task, repeatedly, such as the first time you learn how to use a cell phone app or use a new computer program. By experiencing a process repeatedly, the brain activates the phonological loop, allowing you to repeat the process during the learning stage of using the new process.
The limbic system of the brain is responsible for converting short-term memory -- information the brain stores for a short period of time -- into long-term memory -- information permanently stored in the brain, which can be recalled when needed. Scientists believe that a phonological loop cycles a process through the brain, refining the procedure as the individual uses the process, before transitioning the process through the limbic system and into the individual’s long-term memory. Similarly, the brain can transition information from the long-term memory, back into a phonological loop, allowing the individual to repeat the process in the future.
Repeated exposure to information causes a regular transition of information from short-term and long-term memories into the individual’s working memory. As this process occurs more frequently, the individual’s limbic system develops the essential pathways in the brain to make this process faster and more reliable. The result is a faster recall of procedures and information the individual uses most often.
Repetition creates a sense of familiarity with information, as the individual grows more accustomed to experiencing the information. Familiar songs or enticing advertisements use this repetition principle to attract business and convince customers to purchase the materials. As a result, familiar songs or advertisements can spark repetitive emotions, as the user hears them and remembers hearing them previously. Alternately, excessive repetition leads to feelings of frustration and even annoyance, causing a repulsion to the familiar stimuli.