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Consider the debate on whether taking an exam in the same classroom in which the material for the exam was encoded positively correlates with performance on said exam. The encoding specificity principle suggests that it does. In this example, the context refers to the physical ___location in which the exam takes place. Another example could correspond to the state an individual is in at the time of encoding; studies show that a person who is intoxicated at the time of encoding has a better time retrieving information if later the person is also intoxicated.<ref name="alcohol" /> State can also refer to the emotional state the individual is in at the time of encoding and at the time of retrieval; if these states match, the individual is more likely to recall the encoded information.
In a laboratory study, a subject presented with an unrelated word pair is able to recall a target word with much more accuracy when prompted with the unrelated word it was matched with at the time of encoding, than if presented with a semantically related word that was not available during the time of encoding.<ref name="Semantics revisited">{{cite journal|last=Hannon|first=Brenda|author2=Fergus Craik|title=Encoding specificity revisited: The role of semantics|journal=Canadian Journal of Experimental Psychology|year=2001|volume=55|issue=3|pages=231–243|doi=10.1037/h0087369}}</ref> During a recall task, people benefit equally from a weakly related cue word as from a strongly related cue word, provided the weakly related word was present at encoding.<ref name="Alzheimers RI-48">{{cite journal|
==Specific results==
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===Advertising===
The emotional nature of [[advertisements]] affects the rate of recall for the advertised product.<ref name=Advertising>{{cite journal|last=Friestad|first=Marian|author2=Esther Thorson|title=Remembering ads: the effects of encoding strategies, retrieval cues and emotional response|journal=Journal of Consumer Psychology|year=1993|volume=2|issue=1|pages=1–23|doi=10.1016/s1057-7408(08)80072-1}}</ref> When the nature of the advertisement was tional, an encoding focus on [[episodic memory]] (trying to carefully remember the visual content of the commercial) led to a much higher rate of recall for emotional advertisements. Conversely, al peptions, preferences of given object advertised) led to a much higher recall of specific advertisements.<ref name=Advertising />
Empirical evidence regarding the nature of emotional advertising provides the advertising industry with data as to how to contour their ads to maximize recall of advertisements. [[Political advertising]] displays this emotional nature of content. A political advertisement<ref name="Political ad">{{cite web|
==Criticism==
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