Self-schema refers to people's self-conceptions, or the ideas and beliefs they have about themselves. As a cognitive-affective structure that organizes information about a concept, or type of stimulus (including representations and relations among those representations), self-schemas are similar to schemas held about others. But differing from schemas about others, this self-knowledge is stored more complexly in separate, context-specific modules. With different contexts, different self-schemas are activated and thus, different aspects of self. As such, self-schemas form a ...