KLA210 Lecture Notes - Lecture 3: Subtyping, Bookkeeping, Fundamental Attribution Error

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tealporpoise102

25 Jun 2018

School

University of Tasmania

Course

KLA210

Professor

Dr Emily Lowe

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Social Psychology week 3: Social cognition, attribution

- Making sense of what other people do

- Social representations: making sense of the world around us

Social cognition:

- “People don’t just receive external information; they also process it and

become architects of their own social environment’

otrying to make sense of information in a way that relates to us

- “Cognitive processes and structures that influences and influence social

behaviour”

otrying to predict what others will do and how they will act

oalso trying to influence what people do next

- Rothbart and Birrell, 1977:

oCampaigning for rights of minority groups over world war 2 vs.

justified his scientific studies on minority groups

Waldorn

oExperiment about facial features in relation to the description given

oA control condition as well: not Nazi involved

oPeople see in faces what we want/are primed to see

oWarm/cold features etc.

- If people make judgments about a face they’ve only seen very briefly their

judgments are reasonable stable

oShort to long time

oProne to errors and biases

oA highly adaptive behaviour

oFast but error prone

oEvolutionarily the benefits outweigh the negatives

- Effect of weight on earnings for men and women:

oMales always greater than women on average

oWomen who are thinner earn more than women who are overweight

- Social cognition ‘ is the process people go through to construct their

conceptions o the social world’

oIncludes how people organize information about ourselves:

Data: objective facts pragmatic reality

Theories: implicit theories about data, personality, stereotypes

Theories about judgments: thinking about my own thinking

Is this actually true?

Prejudice?

oPerson memory:

We organize information about people in different classes

about people

Information is organized by groups and by person

Social memory

The better we know someone the better the information is

Snap judgments are made when we affiliate with them in a

particular group

oCategorisatoin:

Receive far too much data for us to process

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Heuristics reduce this process

“ways to find things”

trying to find shortcuts

group into schema, then process in relation to this

group/category/stereotype

the only information given to you

categories/concepts” ‘data reduction that treats 2 or more

objectively separate objects as similar”

cognitive load

allows us to make inference about what we actually

known about them

allows us to make predictions about what these people

are going to do and how they will behave

mostly correct predictions

we revise these schemas when they are incorrect

categories have different levels of inclusiveness:

omore to less inclusive

obroader to narrow

How do we form categories:

Prototypes: describe category

oIdealized category member

oAn image of someone that has all the properties

that we associate with this category

oIdeal vs. average: debate relating to both, still

unclear

oThe more similar they are to prototype the more

likely we will categorise them this way

oMembership is not something categorical

oA degree of match: more or less fitting, someone

might fit better than others

Exemplar:

oDefined by memory for specific instances, a

concrete example

oCompare new members to this existing real item

or person

oBrewer (1988) suggests we use exemplars to

represent categories we are familiar with

oJudd and Park (1988): exemplars and prototypes

represent in-groups, but exemplars represent

out-groups

Compare everyone else to this

Associative networks:

Model comes from working on memory

Information is linked by nodes

Discrete pieces of information:

oTraits

oBeliefs

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oBehaviour

Links can be emotional, causal, prior experienced based

Activating nodes searching for information stored about

prototypes

Stereotypes: form of category

May be prototypes

‘widely shared and simplified evaluative image of a

social group and its members’

the first thing we notice about a person is their

membership to a category

stereotypes contain traits an individual should have

(stereotype consistent) and those they shouldn’t

(stereotype inconsistent)

think in terms of the attributes that they have and the

attributes that they shouldn’t have

Schemas: theories about the organisation of knowledge about

an aspect of the environment

Similar to category but more abstract

Anything that organizes information about out social

environment

Only look at information that is consistent with category

Hierarchical organisation within and between schemata

oSemantic networks

Types of social schema:

oPerson schemas: for specific people

Close friends

oRole schemas: knowledge structures about role

occupants; social groups

Tells us what kind of behaviour we

would expect from certain groups

oScripts: schemas about events

Lecture behaviour, visiting a restaurant

oSelf-schemas: about oneself, part of ones self-

concept

oContent-free schemas: rules about information

processing

Eg. Rules about attribution

Schemas mean we don’t need all information

Efficient processing of information

oCognitive miser: try to spend as little effort on

making sense of the social world

oOnly have to access schema

oMany cases schemas are correct, but distinct

situations fall short with schemas

Constructing schemas:

oNovel encounter with object or person

oNew schemas for new things

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Document Summary

Making sense of what other people do. Social representations: making sense of the world around us. People don"t just receive external information; they also process it and become architects of their own social environment": trying to make sense of information in a way that relates to us. Cognitive processes and structures that influences and influence social behaviour : trying to predict what others will do and how they will act, also trying to influence what people do next. Rothbart and birrell, 1977: campaigning for rights of minority groups over world war 2 vs. justified his scientific studies on minority groups. Waldorn: experiment about facial features in relation to the description given, a control condition as well: not nazi involved, people see in faces what we want/are primed to see, warm/cold features etc. Effect of weight on earnings for men and women: males always greater than women on average, women who are thinner earn more than women who are overweight.

Related Questions

Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part.

Definitions/Statements

1. _____ refers to marketersâ focus on a product rather than on the needs of the market.

3. The impact of technology on buyer behavior relates to factors such as ____; the use of technology to engage customers and build relationships; customization of products and promotional messages; and better prices and distribution.

4. In the case of situational influences, this relates to the situation in which or the occasion on which the product will be used, e.g., special occasion or everyday use.

5. In the case of situational influences, this relates to the fact if we are in a store, point-of-purchase displays could influence us to buy something. We could also make unplanned purchases because we remembered something from seeing the brand while we are in the store.

6. This discipline on which consumer researchers draw focuses on society and large groups in society such as family and social class.

7. This discipline on which consumer researchers draw focuses on cultures and differences among cultures.

8. These are temporary circumstances that affect consumer purchase decisions.

9. In the case of situational influences, this refers to the fact that the person and the occasion for which we are buying something influence our purchase decisions.

10. According to the simple model of consumer decision making, reference groups, family, social class, culture, and subculture are among the _____ on buyer behavior.

11. According to the simple model of consumer decision making, motivation, personality trait, perception, and attitudes are among the _____ on buyer behavior.

12. According to the simple model of consumer decision making, advertising, buzz agents, customized messages, social media, and word-of-mouth are examples of ____.

13. This discipline on which consumer researchers draw focuses on behavior in small groups and helps consumer researchers to understand issues such as opinion leadership, diffusion of innovations, and communication.

14. In the case of situational influences, ______ are consumer mood states or physiological state (for example, hunger, thirst) that influence consumer decision-making.

15. The selection of one or more segments by a marketer to serve.

16. Developing a distinct image for a brand in the mind of consumers.

17. This is an effort by a marketer to change the existing perception that consumers have of a brand.

19. ___ segmentation involves segmenting based on variables such as urban, rural, suburb, state, cities, counties, and regions.

20. ____ segmentation is based on variables such as consumersâ lifestyles as indicated by their activities, interests, and opinions.

21. This criterion for effective targeting says that marketers should have some way of deciding which consumers fall into which segments.

22. This criterion for effective targeting says that marketers should be able to reach segments with appropriate media and distribution channels.

23. This is the most popular segmentation system combining lifestyles and values of consumers.

24. This household segmentation model is based on a combination of geographic and demographic information and the principle that âBirds of a feather flock together.â

25. ______ is defined as âsending consumers personalized and prompt offers and promotional messages designed to reach the right consumers and deliver to them highly relevant messages at the right time and more accurately than when using conventional segmentation techniques.â

Terms

A. Positioning

B. Accessibility

C. Anthropology

D. Situational influences

E. Consumption situation

F. Task definition

G. Identification

H. Marketing-oriented

I. Targeting

J. Psychographic

K. Marketing myopia

L. PRIZM

M. Interactive and novel communication channels

N. Sociology

O. Demographic

P. Purchase situation

Q. Behavioral targeting

R. Antecedent states

S. Communication sources

T. Geographic

U. Sociocultural influences

V. VALS

W. Psychological influences

X. Social psychology

Y. Repositioning

Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part.

Definitions/Statements

1. _____ refers to marketersâ focus on a product rather than on the needs of the market.

2. _____ companies do not try to persuade consumers to buy what the firm has already produced, but rather to produce only products that they know they can sell, thereby satisfying consumersâ needs and turning them into loyal customers. 3. The impact of technology on buyer behavior relates to factors such as ____; the use of technology to engage customers and build relationships; customization of products and promotional messages; and better prices and distribution.