Schema

A schema is a set of facts about a certain individual, event or object. Presenting the name of an object or person or event, causes the individual presented with it to call up the schema or set of facts about it. It’s like a file cabinet or electronic file in the brain. Schemas are important in messaging because they are used to present a new idea to a group or individual by comparing it to an object with a schema that is probably already familiar to them. The book uses the example of a “pomelo” which is described as like a grapefruit but with a thicker skin. Everybody would have a good idea of what a pomelo is because they called up the scheme of a grapefruit.

The Curse of Knowledge

The Curse of Knowledge is when a person has information overload about a certain topic...