Final answer:
Ineffective studying may lead to encoding failure, preventing information from being stored in long-term memory. Strategies like rehearsal and mnemonic devices can help combat this and enhance memory retention.
Step-by-step explanation:
The most common reason why people forget is attributed to ineffective studying techniques which lead to information not being committed to long-term memory. We are unable to recall something that has never been stored in the first place, a phenomenon often referred to as encoding failure. Without proper attention and effort during the encoding phase, which includes active processing of information, data may not reach long-term memory, rendering it inaccessible later on. This failure in memory can be mitigated through various strategies such as rehearsal, mnemonic devices, self-referencing, and ensuring adequate sleep, which promote the transfer of information from short-term to long-term memory.