Recall that Higgins,Rholes,and Jones (1977)had participants memorize a number of words before reading an ambiguous passage about a character named Donald.The results of this study showed that

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The study showed that memorizing positive words about Donald only affected participants' perception of him positively when those words were also applicable to the ambiguous passage. This suggests that participants were using the words they had memorized as a schema or mental framework for processing information in the passage, but only when the words fit with their interpretation of the passage. Memorizing negative words did not lead participants to view Donald more positively.

Recall That Higgins,Rholes,and Jones (1977)had Participants Memorize a Number of Words