PSYC 473 Chapter Notes - Chapter 10: Cognitive Load, Mahzarin Banaji, Availability Heuristic
21 Feb 2013
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Chapter 10- temporary accessibility/priming effects- assimilation and contrast in. Many of the behaviours we observe in ourselves and in others can be placed into more than one nonoverlapping category. Many of the social behaviors we observe are open to multiple interpretations and can be categorized in alternative ways with equal likelihood. The interpretation that is chosen can be determined simply by whatever applicable concept happens to be accessible at the moment. The interpretation of behaviour is determined by accessible constructs because: behaviour is assimilated into a perceptually ready interpretation, behaviour is contrasted with a perceptually ready interpretation. Priming effects or accessibility effects- the use of a triggered concept. The retrieval of a concept from memory, even if a person is not aware that the concept is being retrieved brings to the concept a heightened state of accessibility or perceptual readiness. The momentary charge attained by a concept being triggered in memory is not permanent.
