Listening is different from hearing. It is the same difference as looking rather than seeing. It is active perception. And this active nature makes a difference in how we remember.
Let’s say that you are driving in an unfamiliar town and you stop and ask someone for directions. You listen closely to what they say: “take a left at the first left, then travel down 3 lights, then take a right, and make a quick left onto Elm.” All the time you are listening, you are trying to remember exactly what the person says. So you replay it again and again in your memory. You might even repeat the directions to make sure you got them right. In this case we are highly interested in what the person is saying, and we try to concentrate as best as we can.
Compare this to regular conversation. How often do we listen this intently to what someone is telling us? How often do we replay their words in our memory so that we can try to hold onto them?
In everyday life, we do not try to listen or try to look or try to taste the food we are eating. We simply perceive whatever we perceive. At times, certain ideas or images catch our attention and we concentrate on them naturally. This is the best way to perceive actively. However, the real test of our perceptual abilities is when we create interest by practicing active perception.