Cognition is the process of knowing, which includes such component processes as recognizing patterns, forming concepts, paying attention, and storing and retrieving information. Using the principles of cognition, professors can help students learn more and understand topics more thoroughly. One principle of particular importance in teaching is that memory is productive and reproductive. In other words, students and teachers may not be able to distinguish between what was said and their own associations. A second principle is that a “verbal transformation effect” can cause students to make mistakes by normalizing new words heard in lectures, particularly new technical terms. Third, concepts and organizational structures must be formed before students have long-term recall of information. Thus, material discussed early in the term should be reviewed since much will not be recalled. Finally, memorization by use of elaboration rather than repetition is much more effective and efficient.