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Two experiments document the effect of memory schemata in naturalistic situations. Participants in both experiments watched a short videotaped lecture in which the instructor enacted several schema‐consistent actions (e.g. writing on a whiteboard) and schema‐inconsistent actions (e.g. smoking a cigarette). Following the videotaped lecture, participants completed a recognition test and rated the phenomenological content of their memories. In both experiments, memory was more accurate for schema‐inconsistent actions than for schema‐consistent actions. Participants also indicated that their memories of schema‐inconsistent actions were more vivid than schema‐consistent actions. Interestingly, in Experiment 2, the false memory rate for typical items increased across both 48‐hour and one week retention intervals. These results have important implications for the processes of normal human memory in …