Consider how often you find yourself forgetting something important. You might forget the name of someone from your past, a word you want to use, or the date of your best friend’s birthday. Forgetting is a common problem that can have both minor and serious consequences. Why and how do we forget information? One of today’s best-known memory researchers, Elizabeth Loftus, has identified four major reasons why people forget: retrieval failure, interference, failure to store, and motivated forgetting.