t first in mind might have called
up any one of several facts, having been linked with each of them in
past {379} experience; and we want to know why it recalls one of these
facts rather than the rest.

The factors of advantage in recall are the factors that determine the
strength of linkage between two facts; and they are:

the _frequency_ with which the linkage has occurred;
the _recency_ with which it has occurred; and
the _intensity_ with which it has occurred.

If I have frequently observed the connection of two facts, the linkage
between them is strong; if I have recently observed their connection,
the linkage between them is strong till the "recency value" dies away;
and if my observation of the connection of the two facts was a vivid
experience, or intense reaction, then, also, the linkage between them
is strong. If these three factors of advantage work together in favor
of the same response, then that response is sure to occur; but if the
three factors pull different ways, we should have to figure out the
balance of advantage before we could predict which of the possible
responses would actually be made. Naturally enough, even the skilful
psychologist is often unable to strike the balance between the three
factors. He does know, however, and all of us know in a practical way,
that strong recency value offsets a lot of frequency; so that a mere
vague allusion to a very recent topic of conversation can be depended
on to recall the right facts to the hearer's mind, even though they
lie outside of his habitual line of interest. "James", by virtue of
frequency, means your brother or friend; but after the lecturer has
been talking about the psychologist James, repetition of this name
infallibly recalls the psychologist to mind.

Besides frequency, recency and intensity, there is, indeed, another
factor to be taken into account; and that is the {380} present state
of the subject's mind. If he is unhappy, unpleasant associations have
the advantage; if happy, pleasant. If he is absorbed in a given
matter, facts related to that matter have the advantage. Frequency,
recency and intensity summarize the _history_ of associations, and
measure their strength as dependent on their history; but the present
state of mind is an additional directive factor, and when it has much
to do with recall, we speak of directed or controlled association.

Before we pass to the topic of controlled association, however, there
is an