Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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Several researchers studied the schema model which consists of the schema pointer plus tag (Schank & 
Aberson, 1977; Grasser, Gordon, & Sawyer, 1979), the booking model, conversion model and subtype model 
(Weber & Crocker, 1983), the schema pointer tag model and network model (O’Sullivan & Durso, 1984), and the 
schema plus tag model and subtyping model (Sujan & Bettman, 1989). There are two kinds of processes used by 
customers to identify previous schema and the correspondence with new information and image attributes (Dattilio, 
2005). The process of schema includes assimilation and accommodation; the former is not to change the structure of 
existing knowledge, and the latter is to modify previous schema after information is processed (Sujan & Bettman, 
1989; Schank & Abelson, 1977; Graesser, Gordon, & Sawyer, 1979; O’Sullivan & Durso, 1984). That is, 
assimilation incorporates new information or knowledge to existing schema and accommodation modifies existing 
schema so as to interpret and arrange new information (Sujan & Bettman, 1989; Schank & Abelson, 1977; Graesser, 
Gordon, & Sawyer, 1979; O’Sullivan & Durso, 1984). Sujan & Bettman (1989) proposed that the schema may be 
comprised by 2-types model; one is the “Schema plus tag”, the process of assimilation that adds newly characteristic 
sub-nodes, and the other is “Subtyping”, the process of accommodation that modifies previous schema into a new 
node. The Schema plus tag model happened not to have strong discrepancy but rather, little or no discrepancy (Sujan 
& Bettman, 1989; Schank & Aberson, 1977; Grasser, Gordon, & Sawyer, 1979). On the other hand, the Subtyping 
model can occur when there is great discrepancy or difficulty to incorporate (Sujan & Bettman, 1989; Weber & 
Crocker, 1983).