ACCTG 1 Lecture Notes - Lecture 11: Functional Fixedness, Availability Heuristic, Representativeness Heuristic
Document Summary
The mental manipulation of representations of knowledge about the world. Analogical representations: physical characteristics of an object in mental representation. Symbolic representations: abstract, do not have relationship to the physical qualities of objects. (numbers or words) Prototype model of concepts: within each category is a best example . Exemplar model of concepts: we use all members we have seen in our life to determine a category membership out of these examples average example . With certain concepts we tend to gain activity in our visual area, with others we also tend to categorize it by their function (movement and visual cortex activated). Schemas: help us perceive, organize and process information. Knowledge on how to behave in each setting relies on schemas. (have stereotypes) Script: a schema that directs behavior over time within a situation. Appropriate behavior and the sequence in which they are likely to appear. Decision making: attempting to select the best alternative from several options.
