Due to the deeper level of processing that occurs with elaborative rehearsal it is more effective than maintenance rehearsal in creating new memories. This has been demonstrated in people's lack of knowledge of the details in everyday objects. For example, in one study where Americans were asked about the orientation of the face on their country's penny few recalled this with any degree of certainty. Despite the fact that it is a detail that is often seen, it is not remembered as there is no need to because the color discriminates the penny from other coins. The ineffectiveness of maintenance rehearsal, simply being repeatedly exposed to an item, in creating memories has also been found in people's lack of memory for the layout of the digits 0-9 on calculators and telephones.