: This type of memory is also called as temporary memory. It is not short lived as the immediate memory. The information temporarily stored in short-term memory may last as long as thirty seconds even if the material is not being rehearsed. However, some people are able to retain much more information in short- term memories by a process called chunking, which groups information by coding it, e.g. the number 143254376 can be remembered by listing under three heads 143, 254, 376 for better remembering. 3.