Microsoft Word Chapter 1 done doc

Schemas are mental frameworks centering on specific theme 
that help us to organize social information. 
While discussing the social schema we would study three aspects 
of schema: (i) Effect of schema on social cognition; (ii) effect of 
priming; and (iii) schema persistence.
 
3.2.1 The Impact of Schemas on Social Cognition: Attention, 
Encoding, and Retrieval : 
 
Schemas influence social cognition by acting upon three 
basic cognitive processes. They are attention, encoding and 
retrieval. Attention is cognitive process of focusing on specific 
information while ignoring other things. Encoding is storing this 
information in memory. Retrieval refers to the processes of recalling 
the information stored in memory and using it.
Attention : Schemas work as mechanism that helps individuals to 
focus attention on specific aspects of environment. The stimulus 
that is coherent with schemas is more easily noticed than the 
stimulus that is not fitting with the schemas one hold (unless the 
information has high strength of attracting information). E.g., while 
watching a cricket match we quickly notice happenings on the 
ground as compared to the noise in the stadium.
Encoding : Information that is consistent with schemas is more 
likely to be saved in the long-term memory than the one that is less 
relevant. We remember easily the instances when people have 
agreed with us than when they have disagreed. In contrast, we also 

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remember some instances, which do not at all fit in the schemas. 
For example, if you go to the government office and your work is 
done in five minutes, most probably you will not forget the instance, 
because it was contradictory to your expectations. 
Retrieval : The relationship between schemas and retrieval is a 
complex issue. Some researchers have shown that information that 
is consistent with schemas is better retrieved. Others have shown 
that the information inconsistent with the schemas are more easily 
stored and retrieved.