PSYC390 Lecture Notes - Lecture 4: Cognitive Load, Implicit-Association Test
12 Mar 2018
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Automatic processing: thi(cid:374)gs (cid:449)e do(cid:374)"t thi(cid:374)k a(cid:271)out, heuristic, unconscious, very fast without effort, occurs when. Controlled processing: requires attention and conscious effort, rational, conscious, effortful and takes time. Activating a schema influence behavior without our awareness. For example, bargh"s pri(cid:373)i(cid:374)g tudies: priming rudeness. When participants were primed with rudeness, they were more likely to interrupt an interview: priming elderly. Yes, schema activation can automatically affect behavior. Behavior must be fairly simple (there are some exceptions) Behavior cannot be in conflict with other goals. You can have positive implicit attitudes but can harbor negative implicit attitudes. Implicit attitudes are evaluations that occur without conscious awareness towards an attitude object or the self. In the 1980s, fazio argued that information about attitude object is contained in one node in brain: this node is linked associatively with a summary evaluation (positive or negative) of attitude object.
