ANDERSON AND PICHERT 1978 PDF

Experiment : Based on reconstructive memory - retrieval Aim : Investigate if schema processing influences both encoding and retrieval Method Experimental where participants were given one schema at encoding stage and another at retrieval stage to see if it were influenced by the last schema when they had to recall the information. Procedure : Participants were to hear a story about two boys who decided to stay away from school one day, instead they went to the home of one of them because the house was always empty on Thursdays. The house was described as being isolated and located in an attractive neighbourhood, but also having a leaky roof and a damp basement. The story also mentioned various objects in the house like speed bike, colour TV and a rare coin collection.

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Experiment : Based on reconstructive memory - retrieval Aim : Investigate if schema processing influences both encoding and retrieval Method Experimental where participants were given one schema at encoding stage and another at retrieval stage to see if it were influenced by the last schema when they had to recall the information.

Procedure : Participants were to hear a story about two boys who decided to stay away from school one day, instead they went to the home of one of them because the house was always empty on Thursdays. The house was described as being isolated and located in an attractive neighbourhood, but also having a leaky roof and a damp basement. The story also mentioned various objects in the house like speed bike, colour TV and a rare coin collection.

Participants heard a story that was based on 72 points. These had previously been rated by a group of people for their importance to either a potential house-buyer e. Half of the participants were asked to read the story from the point of view of a house-buyer the buyer schema and half from point of view of burglar schema. Once participants had read the story, they performed a distracting task for 12 minutes before their recall was tested. Then there was another 5-minute delay in the experiment.

Half of the participants were given a different schema, so that those who used burglar schema in first trial were switched to buyer schema vice versa. Other half of participants were asked to retain original schema and their recall was tested again.

The group which continued with first schema actually remember fewer ideas at second trial. Conclusions : Schema processing must have some effect at retrieval as well as encoding, as new schema could only have influenced recall at retrieval stage. People also encoded information irrelevant to their prevailing schema since those who had buyer schema at encoding were able to recall burglar information when schema was changed and vice versa.

Ethical : He did not give the details to the aim of experiment, but it is acceptable as no one was harmed. Strengths :. When Your Notes Fail You. September 29, Strengths : Experiment was highly controlled and conducted in a laboratory Variable control, enabled researchers to establish a cause-and-effect relationship on how schemas affect different memory processes.

Weaknesses : Lacked ecological validity Reading ability.

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Anderson and Pichert 1978

Consumer knowledge about a product class influences learning and remembering; processes active at both encoding and retrieval affect the designation of importance and ultimately, the accessibility of information. For the expert, more elaborate schema allows them to use their prior knowledge to more deeply encode information, and to access the information later with a rich network of cues. For the novice, the processes at encoding are less important. It is the processes at retrieval which influence whether or not information is remembered. The processes do not act independently, there is evidence of an interaction between encoding and retrieval processes.

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Recovering Forgotten Information: a Study in Consumer Expertise

Post a Comment. Germany bans meetings of more than two people. Anderson and Pichert Aim: To investigate if schema processing influences both encoding and retrieval.

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