Sensation and perception

can you go over context effects

and schema?

The Context Effect states that the context (environmental factors) that surrounds an event effects how an event is perceived and remembered. This effect, that is largely used in the science of marketing, holds that an event is more favorably perceived and remembered when the surrounding environment is comfortable and appealing.

For example, when a person goes shopping or eats out, they are much more likely to spend time in a comfortable and appealing environment thereby increasing the likelihood of making purchases and returning to shop or eat there again.

A Schema (or Cognitive Schema) is a cognitive system which helps us organize and make sense of information. For example, you may have a conceptual framework or developed a schema that all homeless people are rude. Because of this schema, you organize your actions around it and more readily look for information that supports this view while discarding information that disagrees with this perspective.

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