Endel Tulving‘s hypothesis that memory retrieval or recall is improved when information present at encoding, including contextual details, are also available at the time of retrieval. For example, memorizing the word ‚’tree’ in the context of ‘apple tree’ will lead to a deterioration in the ability to recognize it when presented in another context such as ‘family tree’. A similar concept was put forward in 1928 by Harry L. Hollingsworth (1880-1956), which he called, in less elegant terms, the principle of reinstatement of stimulating conditions.