Microsoft Word Chapter 1 done doc

3.2.2 Priming :
 
We have large number of schemas. Out of them specific 
schema is used for interpreting social information. Priming is one of 
the mechanisms that influence the selection of schema. Priming 
refers to the events or stimulus that increases the availability of the 
specific type of information in the memory or consciousness as 
compared to other type of information. Usually stronger schemas 
are used for processing. But priming can also have an impact on 
the activation of certain schemas. For example, you had fight with 
your boss when you came out of the office. While walking on road, 
somebody bangs you, and before he says anything you get 
extremely angry with him. This is because you have schema of 
aggressively interpreting social information that is activated. 
Studies on the effectiveness of priming have suggested that the 
effect of priming last for years together.
Priming : Events or stimulus that increases the availability of 
the specific type of information in the memory or 
consciousness.
The effects of priming can decrease. This is called as 
unpriming. If the priming is expressed in thinking process or in 
social action (behaviour), then effect of priming decreases. This is 
unpriming. If priming is not expressed, then it does not lose its 
effect.
Figure1 : Unpriming of Schemas in Sparrow and Wagner’s 
experiment. Experimental study carried out by Sparrow and 
Wagner (2006) supported this hypothesis. They had two groups of 
subjects. The task was to incorrectly answer very simple questions. 
Group 1 did this task twice, first they were asked to answer 
correctly, and on the second occasion, they were required to 
answer incorrectly. The Group 2 had to answer incorrectly on their 
first trial.

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This means that the schema for correct answers was 
activated for both groups. The Group 1 expressed their schema by 
giving correct answers on first trial. So the unpriming happened on 
the second trial. Group 2 did not express their schema and so no 
unpriming happened for them (Figure 1 explains the same). The 
result showed that Group 1 gave 59% correct answers, and Group 
2 gave 49% correct answers. This clearly demonstrates the impact 
of unpriming on group 1, because of which they could give incorrect 
answers.