COMM 89 Lecture Notes - Lecture 5: Availability Heuristic, Shark Attack, Lightning
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The(cid:455) o(cid:396)igi(cid:374)ated i(cid:374) the (cid:862) o(cid:272)ial cog(cid:374)itio(cid:374)(cid:863) (cid:271)(cid:396)a(cid:374)(cid:272)h of so(cid:272)ial ps(cid:455)(cid:272)holog(cid:455) Focus on how people make sense of others and themselves. Such as res on: attitudes, stereotyping, impressions, . To e(cid:454)plai(cid:374) ho(cid:449) (cid:449)e (cid:373)e(cid:374)tall(cid:455) o(cid:396)ga(cid:374)ize i(cid:374)fo a(cid:271)out othe(cid:396)s. --cognitive schema theory suppose you overheard this conversation between two college-age apartment-mates: B: yeah, it will be here in about 45 minutes. A: oh (cid:449)ell, i(cid:859)(cid:448)e got to lea(cid:448)e (cid:271)efo(cid:396)e the(cid:374). A mental structure for representing generic concepts stored in memory. Used to guide encoding, organization, and retrieval of information. (cid:374)e(cid:449) e(cid:454)pe(cid:396)ie(cid:374)(cid:272)es ofte(cid:374) (cid:862)a(cid:272)ti(cid:448)ate(cid:863) e(cid:454)isti(cid:374)g s(cid:272)he(cid:373)as i(cid:374) (cid:373)i(cid:374)d. Help us k(cid:374)o(cid:449) ho(cid:449) to (cid:271)eha(cid:448)e a(cid:374)d (cid:449)hat(cid:859)s going to happen next. Confirmation bias- only attend to info that confirms existing schemas. (cid:374)e(cid:449) i(cid:374)fo does(cid:374)(cid:859)t fit, so eithe(cid:396) (cid:396)eje(cid:272)t i(cid:374)fo o(cid:396) adjust/fi(cid:454) s(cid:272)he(cid:373)a to fit (cid:374)e(cid:449) i(cid:374)fo. Subtyping- create exception category rather than alter the schema. Humans have limited cognitive capacity (memory is limited) Example problem: bob is in a bar, looking at susan.
