how you're a different person at work, with various groups of friends, family, alone, etc
different subsets of your conceptual clusters are active in each situation
considering concepts & beliefs are the summations of memory chains, this makes sense, as memories are scoped
an embarrassing memory you only access in the presence of college friends is going to have a stronger effect on you when you're with them, versus when you're with people who never knew that version of you
our selves are comprised of relationships with models of other people