Script Theory

General

Script theory, developed in late 1970s by Roger Schank, is a cognitivist theory orientated on explaining of structure of knowledge, especially on representation of complex event sequences. Script theory is an extension of schema theory.

What is script theory?

The concept of a script was introduced by Schank and Abelson1) Schank, R.C. & Abelson, R. Scripts, Plans, Goals, and Understanding. Hillsdale, NJ: Earlbaum Assoc, 1977. and later further developed by Schank2) Schank, R.C. Reading and Understanding. Hillsdale, NJ: Erlbaum. 1982. 3) Schank, R.C. Explanation Patterns: Understanding Mechanically and Creatively. Hillsdale, NJ: Erlbaum, 1986. . There are several definitions of scripts such as:

“a set of expectations about what will happen next in a well-understood situation”4) Erasmus, A. C, E. Bishoff, and G. G. Rousseau. The potential of using script theory in consumer behaviour research. Journal of Family Ecology and Consumer Sciences/Tydskrif vir Gesinsekologie en Verbruikerswetenskappe 30, no. 0 (2010). ,

“a coherent sequence of events expected by an individual in a particular context, involving him either as participant or as an observer”5) Puto, C. P. Memory for scripts in advertisements. Advances in Consumer Research XII:404-409. Fifteenth Annual Conference. Association for Consumer Research. 1985. , or

“a mental picture plus caption representing the action sequences, participants, and physical objects found in a situation”6) Abelson R. P. Psychological status of the script concept. American Psychologist 36(7): p715 – 729. 1981. .

Scripts consist of a sequence of actions or events necessary to achieve a goal. They also if necessary include relevant people, locations or objects.

Schank4) often uses an example of a restaurant script. When in a restaurant, one behaves according to restaurant script: he finds a free place, sits, waits for the waiter to take his order and finally eats his meal. He does not have to convince the waiter and the cook to feed him every time he comes to the restaurant since they are all behaving in accordance with the restaurant schema and assigned roles. The same can be said if one reads about a situation in a restaurant. Knowing the particular script which is to be used in a situation results in less required thinking and mental activity.

Aside from their original application in language processing explanation, Schank also explains his dynamic memory model using scripts. Memory is organized in terms of scripts, plans and goals.

Criticisms

Keywords and most important names

Bibliography

“TIP: Theories.”.

Erasmus, A. C, E. Bishoff, and G. G. Rousseau. The potential of using script theory in consumer behaviour research. Journal of Family Ecology and Consumer Sciences/Tydskrif vir Gesinsekologie en Verbruikerswetenskappe 30, no. 0 (2010).

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