30 Jan 14
• SCHEMAS: belief systems we use to organize knowledge about the world
• Assumptions & expectations
• Influence: 1) what we notice, 2) what we think about, 3) what we remember, =social
• Ex.: “Types of People”, roommate first impression -: What did you notice, what
assumptions we made.
• Ex.: Social Roles: e.g. Librarian, engineer, professor.
• Ex.: Specific Events: e.g. Eating at a restaurant, haircut, first new class.
• Why rely on SCHEMAS:
• Pros: 1) sense of continuity, 2) help us simplify / interpret confusing / ambiguous social
world. But there are cons.
• Different circumstances make different schemas more/less accessible.
• Certain cues or experiences can PRIME a particular schema
• PRIME study examples: The “Donald” Studies: Ps asked to memorize list of words. L1:
adventures, self confident, independent. L2: reckless, conceited, stubborn.
• “unrelated” study: Ps read about “Donald”. L1 subjects: 70% positive impression. L2
subjects: 10% positive impression. -->Subjects have been PRIMED
• Our expectations/schmas shape how we think about the world around us, even unconsciously.
• Change how we see and hear the world
• Social Cognition & Race: race is a factor that primes us to think certain ways
• Race has a pervasive influence on social cognition even if we arent aware/deny it
• EBERHARDT ETAL. (2004): investigates relationship between how we think about race and
how we think about crime.
• 5 diff experiments.
• Methodology of priming.
• Study 1: Ps=white male berkele