How Much is Remembered as a Function of Presentation Modality?

According to a widespread claim often used for teaching recommendations, students remember 10 percent of what they read, 20 percent of what they hear, 30 percent of what they see, and 50 percent of what they see and hear. Clearly, the percentages cannot be correct, and there is no empirical evidence even for the ordering. To investigate the ordering, we used a laboratory paradigm that has already revealed some findings regarding the ordering of modalities for remembering information. In this paradigm, subjects are given messages instructing them to move in a grid of four stacked matrices by clicking a computer mouse. The current experiment compared 3 modalities presented either once, see (visual arrows), hear (auditory words), read (visual words); twice in succession, see see, hear hear, read read; or in two different successive modalities, see hear, hear see, see read, read see, hear read, read hear. We found better performance for messages presented twice than for those presented once, regardless of modality. For the twice-presented messages performance varied as a function of the second modality, with best performance for see and worst for read.