"I know it! It's um...um... It starts with 'G'." begins a trivia game contestant excitedly. The contestant is falling prey to the __________ effect.

The described situation illustrates the Tip of the Tongue Effect (TOT). This cognitive phenomenon occurs when a person is temporarily unable to retrieve a word or a name, despite being confident they know it and can even recall related information. In this case, the contestant remembers that the answer begins with the letter 'G,' but cannot fully articulate the word. This effect is common and often exasperating, highlighting the complexities of memory retrieval and the brain's ability to associate certain cues with the information that is being sought.

The TOT effect demonstrates how retrieval cues—like the initial letter or context—can trigger a feeling of familiarity, even when the specific information remains elusive. This phenomenon is a fascinating area of study in psychology and linguistics, revealing much about how we process and access our memories.