I’ve just been on holiday. Not a remarkable event in itself I’ll admit but my experience of booking and taking that holiday provided some prime examples of ‘schemas’ and their role in generating word of mouth.
 
So what precisely is a ‘schema’ I hear you cry? In brief, it’s a little movie containing generic properties about a concept or category stored in our memories and ready for ‘play’ when someone pushes the button.
 
No help? OK – let me give you an example. What springs to mind when I say ‘package holiday?’ …