An Interpretive Frame Model of State Dependent Learning: The Moderating Role of Content - State Association



This research proposes that identity activation serves as an interpretive frame that organizes information at encoding and that identity activation at retrieval facilitates recognition of this information, but only for content that is ambiguously associated with the identity. Memory performance thus depends on both activated state at encoding (violating state congruent models) and a-priori association of learned content with the identity  (violating state dependence models).  Two experiments assessing the effects of gender identity activation on consumer recognition of advertising claims supported the model predictions. In experiment 1, recognition performance was heightened when identity was activated at both encoding and retrieval, but only for identity-related content. Experiment 2 demonstrated that these effects only occur for ambiguously associated content as recognition of unambiguously associated content instead followed the predictions of state congruence, a finding that supports the proposed interpretative frame process.
Contact information:
Dr. S. Puntoni