IMPACT OF INFORMATION ON BACKWARD FRAMING THROUGH MEMORY RECONSTRUCTION

Feature analysis and perceptual synthesis are two approaches to research perceptual organization of surrounding objects and events. They both stresses the adaptive character of perception for which the cognitive structures coded in memory play an important role. The very characteristic element of these approaches is that they both fall into the forward frame theory which has been used to account for how prior information acts as a memory schema and influences the perception of a current experience. However there are empirical evidences that memory reconstruction may alter the frame of reference used when perceiving the present by explicitly altering how the past experience is recalled, as a 'backward frame'. The presented experiments show how the memory of evaluation of experienced event changes depending on the subsequent either positive or negative critics of it, and advertisements. From practical point of view backward framing can be used to control public opinion and memory of events in the domain of consumer and voter behavior. From methodological point of view on the research on constructive approach to perception and memory one can state that the complete cycle of shaping the surrounding reality in the human mind has been elaborated: from experience to stimuli and from stimuli to experience.