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It was a 1960's theory that learners retain more information by what they do as opposed to what is observed or read. You should visualise a Cone, and read down from the top, or the point. The top 10% represents peoople remembering what they have read. The next 20% down is what they have heard. After that, 30% of what they have seen. Then to the bottom of the cone, the widest part. People remember 90% of what they have performed as a task. This is a direct purposeful experience.

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The Cone of Experience is some visual model that summarizes Dale's classification system for the various types of mediated learning experiences.

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10y ago
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Q: What is the cone of experience?
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