Time of the experiment taking place: Studies have shown that short-term memory is stronger in the morning than the evening or afternoon (Baddeley, Hatter, Scot & Snashall, 1970; Folkard, Monk, Bradbury & Rosenthall, 1977;Furnham * Gunter, 1987). This indicates that the time of the experiment taking place has an impact on the memory span.