In this review, we conceptualize exposure-based treatment as a learning exp
erience. With this approach, optimizing treatment is a matter of optimizing
memory for new learning. Given that perspective, we discuss the implicatio
ns of a "new theory of disuse," proposed by Bjork and Bjork (1992) to captu
re the storage and retrieval dynamics that characterize human memory. The t
heory distinguishes between the storage strength and retrieval strength of
learned representations and provides a framework from which we derive a num
ber of manipulations that have the potential to improve the long-term effec
tiveness of cognitive behavioral therapy. Implications for treatment of spe
cific fears are described in detail, with additional discussion regarding t
reatment for other emotional disorders.