AO1:
Digit Span: Joseph Jacobs (1887) developed a technique to measure digit span.
Jacob’s found the mean span for digits was 9.3 items and 7.3 for letters.
Span of Memory and Chunking: George Miller (1956) noted that things come in sevens; (7 days of the week, 7 deadly sins etc...) suggesting that the capacity of STM is approx. 7 items (plus or minus 2). He also noted that people could remember 5 digits or letters through the use of chunking.
AO3:
Lacking Validity: It was conducted a long time ago, results may not be valid due to confounding variables. Lacks temporal validity.
Not so Many Chunks: Miller may have overestimated the capacity of STM. Cowan (2001) reviewed research and concluded the capacity for STM was only 4 chunks.
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