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PSYC 221 (79)
Lecture 2

PSYC 221 Lecture 2: Social Cognition
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3 Pages
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Department
Psychology
Course Code
PSYC 221
Professor
Dylan Selterman

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Description
• Cognitive Psychology o Information processing o The mind is comparable to a computer o Sense generate input, behavior is the output o Information is filtered, organized, and biased o Unlike a computer, our information is not stored objectively o 2 parts of the mind ▪ Conscious/cognitive/rational • Slow • Reasoning • Effortful/Taxing • Deliberate/controllable • Flexible ▪ Automatic/implicit/experiential • Fast • Evaluations based on gut instinct • Effortless • Unintentional • Stable/stubborn ▪ These two parts of the brain are largely independent of each other • See Stroop Task • Automaticity o Most psychological processes occur automatically o ~5% of behaviors governed by conscious control o Supported by different theoretical perspectives • Priming o Spreading activation o Priming activates related concepts/ideas in the mind’s network ▪ Automatic, uncontrollable o Examples and exercises ▪ Embedded words and anagrams • Reading comprehension, word scramble, word pair memory test • Aging and frailty words -> walking slower o Seeing words associated with the elderly made people walk slower • Impolite words -> interruption rates o People are more likely to interrupt if they had been primed with ‘rude’ words ▪ Memory ▪ Facilitation • Embodied Cognition – Automaticity o Mind-body connection ▪ Sensitive to physical/environmental cues o Sitting in a hard chair -> tough negotiation ▪ Sales tactic o Wobbly chair -> uncertainty o Heavy backpack -> guilty feelings o Heavy objects -> weighty decisions o Hold/cold beverage -> 1 impressions and generosity • Perspective taking primes o Perception of traits and actual performance ▪ Stereotypes of cheerleaders or professors ▪ When people took the role of a cheerleader, they are less likely to answer questions correctly • “Enclothed cognition” o Stereotypical primes within clothing and cognitive performance o Wearing a doctor’s coat improved cognitive scores • Implications for Marketing o People associate brands with personality and goal pursuits ▪ Apple = nonconformity, innovation, creativity ▪ IBM = traditional, resp
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