A folk model of the mind

A cultural model is a cognitive schema that is intersubjectively shared by a social group. Such models typically consist of a small number of conceptual objects and their relations to each other. For example, Rumelhart (1980), following Fillmore (1977), describes the schema – and cultural model – of buying something as made up of the purchaser, the seller, the merchandise, the price, the sale, and the money. There are several relationships among these parts; there is the interaction between the purchaser and the seller, which involves the communication to the buyer of the price, perhaps bargaining, the offer to buy, the acceptance of sale, the transfer of ownership of the merchandise and the money, and so on. This model is needed to understand not just buying, but also such cultural activities and institutions as lending, renting, leasing, gypping, salesmanship, profit making, stores, ads, and so on.