# 52. Manipulation of Memory ## 52.5. Methodology/Refinements/Sub-species ### 52.5.21. Modality effect The modality effect refers to the higher level of recall of the last few items of a list when presentation is auditory as opposed to visual. It is usually attributed to echoic memory. This memory bias is used by advertisers and speech-writers in the design of how they deliver information being verbally delivered to an audience. They place the key points late in the list to ensure that they are remembered best.