Influence the way people perceive things and the ways memories store what is perceived.

The correct answer is Schemas. In the area of psychology, a schema is a mental structure where our information is organized and used for the interpretation and processing of information. Our interpretation of what is learned is governed by the different schemes we have because we use them as a framework for the understanding and interpretation of our environment. If we change the scheme under which we perceive something, the interpretation that we had of it will change.

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