Can we have a distinctive theory of memory?

The current status of the concept of distinctiveness an applied to memory research is discussed. In spite of the fact that distinctiveness is difficult to define, an increasing number of memory phenomena have been explained in terms of distinctiveness. These phenomena are grouped into four classes, which vary in how distinctiveness is operationalized. Distinctiveness has different effects on memory performance, depending on how it is defined, suggesting that the concept of distinctiveness has been overapplied. In addition, current theoretical explanations of the effects of distinctiveness on memory fail to specify what the different definitions of distinctiveness have in common, and fail to encompass adequately the broad range of phenomena to be explained. A limited theory of distinctiveness is proposed, in order to explain why conceptually incongruent material is remembered well.