Date of Award
Bachelor of Arts
Dr. Barbara Sholley
Schemas are used to organize knowledge about a stimulus or concept. They help to show what information should be notice or ignored, interpret between long-term memory and the current stimulus, and aid in efficiently storing information. Individuals' responses to decisions are guided by schemas. The process of eleviating cognitive dissonance between reality and existing schemas serves as their motivation (Ruble & Stangor, 1986).
Seitz, Kim, "The influence of gender schema on the perception of advertising" (1988). Honors Theses. 713.