A prototype is a perfect example of something within a certain
category. When you encounter with a new stimuli, you can match it
with the existing prototype inorder to identify and categorise the
new stimuli. For example, if you have a prototype of a traditional
house in your memory, when seeing a modern house, you can identify,
categorise or store new stimuli with the existing one. Exemplar is
when we assigns objects and ideas into broader categories and the
new stimulus is placed in appropriate category. For example, you
have ten categories for birds in your memoy. When you see a new
bird, you match it with existing categories and place it in a
category where it best suits.
Encoding specificity is the principle which states that the
retrieval of information is maximum if the external conditions such
as cues and contexts at the time of retrieval duplicate those at
the time of encoding memoy.For example, memories are easily
retrieved if you study and take test in the same hall.